Swiss powerhouses like Rolex and Rado, which have established the gold standard for excellence, workmanship, and legacy, have long dominated the world of high horology.
Still, in the middle of India, a surprising disruptor has surfaced that shapes the very competitive luxury watch market.
Founded in 2013 by Gaurav Mehta, Jaipur Watch Company (JWC) has progressively emerged as India’s first luxury microbrand, challenging traditional wisdom that says luxury watches have to come from Switzerland or Germany to get respect elsewhere.
Jaipur Watch Company is demonstrating that India, too, can create collectible, world-class timepieces that challenge the legacy of Rado and Rolex by deftly fusing Indian history, superb workmanship, and a custom approach to watchmaking.
Time and Heritage: A Legacy
Fundamentally, Jaipur Watch Company is a celebration of India’s rich past, an homage to its numismatic legacy, and an embodiment of workmanship that mixes tradition with modern precision—not just a luxury watch brand.
When Gaurav Mehta started the company in 2013, his goal was very clear: he wanted to make watches that had purposes beyond just time telling. Rather, he aimed to thread history into every dial, presenting rare relics as well as useful accessories.
JWC’s characteristic coin watches, which include real pre-British era coins like the much sought-after 1947 One Rupee coin, embodied this special spirit.
Producing handcrafted watches in limited quantities, Jaipur Watch Company has chosen the less-traveled path in an era when luxury companies sometimes depend on mass production and homogeneity.
This guarantees each item tells a different story. JWC’s watches appeal to connoisseurs who value heritage-infused storytelling unlike Rolex, which develops its name on mechanical mastery and universal status, or Rado, which transformed ceramic case designs.
Offering entry-level automatic watches as well as custom, collector-grade timepieces, the brand has positioned itself as both an accessible and aspirational luxury with pricing points ranging from Rs. 20,000 to Rs. 24 lakhs.
An opponent of Swiss dominance
The growth of Jaipur Watch Company is about its capacity to compete with long-standing Swiss brands on exclusivity, creativity, and workmanship, not only about its unique product line.
With a sales of Rs. 6 crores in 2024, the brand confirmed its capacity to flourish in a sector where European dominance has stayed mostly unquestioned by matching it with rising independent Swiss watchmakers.
This success comes from a customer base that values uniqueness above mass luxury—collectors who view JWC’s products as real historical investments rather than merely accessories.
JWC distinguishes itself with its exacting attitude to personalizing. Rado mostly uses a trademark design language while Rolex limits its personalized services to elite customers; Jaipur Watch Company provides actual customisation.
To establish a very personal link between the wearer and their clock, collectors can commission one-of- a-kind dials, case engravings, and even timepieces buried with heirloom coins.
A developing Indian luxury market looking for alternatives to Western luxury while appreciating local workmanship has connected with this dedication to uniqueness.
The Value of Visibility: Shark Tank India and Bollywood Sponsorship
Although collectors previously found great interest in the brand, a turning point in its path came with its showing on Shark Tank India Season 2 on January 17, 2023.
Pitch for Rs. 50 lakhs in exchange for 2% equity, a valuation that highlighted the brand’s faith in its expansion path.
Founder Gaurav Mehta Though no contract was signed, the episode had an unanticipated effect—within 24 hours the Jaipur Watch Company website attracted 50,000 hits, an influx that resulted in direct sales and increased brand awareness.
The exposure went beyond television when one of the sharks on the show personally commissioned a watch for Bollywood icon Amitabh Bachchan.
The support of such a legendary brand not only confirmed JWC’s reputation but also placed it in the exclusive circle of luxury watches worn by most powerful leaders of India.
In a market where Rolex is sometimes the default emblem of prestige, Jaipur Watch Company’s ability to draw such well-known customers marks a change in the view of native luxury.
Perfecting Limited-Edition Prestige: The Raja Ravi Varma Collection
Exclusive quality is what drives luxury businesses; Jaipur Watch Company has perfected this idea with its limited-edition introductions.
When it worked with the Kilimanoor Palace Art Trust to release the Raja Ravi Varma collection in January 2025, one of its most amazing successes was Comprising just 112 pieces—a count that guaranteed its rarity and appeal—the collection included clocks influenced by the works of the great Indian painter.
The remarkable feat of the watches sold out in three weeks demonstrated the brand’s capacity to attract a committed collector base.
This success directly challenges the conventional wisdom on luxury definition. Jaipur Watch Company is demonstrating that Indian luxury can be unique, not by copying but by innovating via cultural storytelling.
Rolex rules the resale market with its investment-grade timepieces while Rado keeps a devoted following for its characteristic ceramic technology.
The enormous response to the Raja Ravi Varma line shows that collectors are ready for watches that express legacy, artistry, and scarcity—an area where JWC has created own niche.
Discovery and the Future: Jaipur to Dubai
The way Jaipur Watch Company is growing shows its aim to be the first worldwide known luxury watch brand in India.
The company will run five stand-alone stores by March 2025, including its flagship boutique at the ancient Rambagh Palace in Jaipur—a suitable venue for a brand that epitribes royal grace. This physical presence is a declaration of confidence, an indication that the brand can satisfy a discriminating customer base outside of customised orders and internet orders.
Beyond India, JWC has its sights set on foreign markets; late 2025 plans call for a visit to Dubai.
This calculated growth fits the city’s reputation as a center for luxury goods and high-net-worth collectors value handcrafted work. The action will expose Jaipur Watch Company to a worldwide audience and help to establish it as a worthy substitute for popular Swiss brands.
The Pride of Jaipur: An Indian Luxury New Chapter
The success of Jaipur Watch Company is a cultural statement more than just a commercial one.
It shows how Indian luxury evolved beyond of textiles and jewels to become clearly identifiable in high horology.
Not by copying Swiss customs but rather by boldly honoring its own, the company is proving that India’s legacy of workmanship can match the greatest in the world.
The company questions the idea that European standards define luxury as it keeps expanding and Jaipur Watch Company is more than simply a rising star—it’s a lighthouse of India’s capacity to redefine luxury on its own terms.
Its ability to mix historical relevance with modern accuracy engages collectors through exclusivity, and establish a strong retail and worldwide presence.
Jaipur Watch Company is demonstrating that there is space for an Indian heritage-driven disruptor—one that is not only surviving but also flourishing in a world where Rolex and Rado have long been the default icons of high-end watchmaking.
