NEW DELHI, April 19 -- India's appetite for Swiss watches is expanding, but the bigger shift is in how consumers are buying them. As the market crossed Rs.3,500 crore for the first time in 2025, demand is increasingly being shaped by more informed, deliberate choices-moving away from logo-driven purchases towards craftsmanship, heritage and understated design.

"The Indian luxury customer has evolved from buying brands to buying watchmaking," said Pranav Saboo, managing director and chief executive of Ethos Ltd, one of India's biggest watch retailers

That shift is showing up across the market. Swiss watch imports into India rose to about Rs.3,500 crore in 2025, up from Rs.3,244.6 crore in 2024, according to data from the Federation of th...