How Timex's Timeless Charm Unveils Clockwork Chic

A Tick-tock Tango
How global watch brand Timex intend to double the store count from 45 to about 90 by the end of the year?

By Aritra ghosh , Features Writer

29 Feb 2024 | 8 min read

In the annals of horological history, Timex stands as a testament to endurance, adaptability, and the enduring allure of timekeeping. Since its inception in 1988, Timex has woven itself into the fabric of Indian culture, transcending mere utility to become a symbol of style, sophistication, and timeless elegance. As I sat down with Deepak Chhabra, the erudite Managing Director of Timex Group India, he offered profound insights into the brand's evolutionary journey, its resonant echoes with Indian consumers, and its unwavering commitment to crafting timepieces that not only tell time but also narrate stories of craftsmanship, innovation, and aspiration.

A Chronicle of Time

With a legacy spanning over three decades, Timex has etched its name into the fabric of timekeeping, capturing the hearts of consumers globally. The brand’s journey in the Indian market commenced in 1988, embarking on a trajectory that epitomizes growth and adaptation. From humble beginnings with 500 point-of-sale outlets, Timex has proliferated its presence to encompass a staggering 5,000 multi-brand locations. Chhabra reminisces, "It has been quite a journey, from a mass brand to a fashion and premium brand." This transformation underscores Timex's acumen in aligning with evolving consumer preferences.

Catering to Dynamic Consumer Preferences

In an era where watches transcend mere timekeeping to become fashion statements, Timex has adeptly tailored its offerings to cater to diverse preferences. Indeed, its evolution mirrors the shifting sands of consumer preferences, with the brand deftly navigating the tides of change to emerge as a paragon of style, sophistication, and substance. With a keen eye for detail and an unwavering commitment to quality, Timex has transcended the constraints of time to become synonymous with elegance, refinement, and understated luxury.

Chhabra notes the surge in demand for curated products, emphasizing the need for watches tailored to specific occasions and styles. "People do not just want a watch; they want a watch for a purpose and location," he remarks, highlighting Timex's commitment to offering a spectrum of choices, including technology-infused timepieces.

A Gateway to Cultural Relevance

Timex's collaborations transcend mere marketing gimmicks; they embody a strategic alignment with cultural icons and events. From partnering with UFC to gracing the runways of India Beach Fashion Week, Timex strategically aligns with entities that resonate with its diverse consumer base. Chhabra emphasizes, "It's important to associate with genuine people in their respective fields, which personifies the product line we have." This emphasis on authenticity, integrity, and relevance underscores Timex's unwavering commitment to crafting timepieces that not only tell time but also narrate stories of passion, perseverance, and individuality.

The endorsement of actor Ananya Pandey epitomizes Timex's endeavor to resonate with Gen Z sensibilities. Through such collaborations, Timex endeavors to bridge the gap between tradition and modernity, appealing to a new generation of consumers.

Retail Reinvention

Timex's market position, buoyed by a rich legacy of innovation and craftsmanship, reflects its steadfast dedication to excellence and consumer-centricity. "We have about 10 percent share of the market," Chhabra observes, a testament to the brand's enduring appeal and resonance with Indian consumers. In an age marked by technological disruption and digital innovation, Timex remains steadfast in its commitment to brick-and-mortar stores, leveraging these physical touchpoints to enhance the consumer journey and foster meaningful connections with its patrons.

"Brick and mortar has become much more relevant than before Covid," Chhabra notes, highlighting the enduring allure of physical retail in an increasingly digital world. Indeed, Timex's focus on personalized experiences, loyalty programs, and immersive in-store engagements underscores its commitment to enriching the consumer experience and fostering lasting relationships with its patrons.

Amidst the digital revolution, Timex embraces an omnichannel approach, seamlessly integrating online and offline channels to cater to the diverse needs and preferences of its consumers. "We serve about 30 percent of our business online, with offline remaining at 70 percent," Chhabra affirms, highlighting the brand's commitment to striking a delicate balance between virtual convenience and physical engagement.

Pioneering Growth and Expansion

Timex's expansion plans, fueled by a relentless pursuit of growth and innovation, underscore its unwavering commitment to crafting timepieces that resonate with the aspirations and identities of Indian consumers. "We intend to double the store count from 45 to about 90 by the end of the year," Chhabra reveals, a testament to the brand's ambition, vision, and foresight.

As Timex charts its course for the future, the brand's vision is resolute – to emerge as a market leader. Chhabra envisions Timex commanding a formidable market share, leveraging its unparalleled growth trajectory and strategic acquisitions to propel toward market dominance.

In the annals of horological history, Timex stands as a testament to endurance, adaptability, and the enduring allure of timekeeping. Since its inception in 1988, Timex has woven itself into the fabric of Indian culture, transcending mere utility to become a symbol of style, sophistication, and timeless elegance. As I sat down with Deepak Chhabra, the erudite Managing Director of Timex Group India, he offered profound insights into the brand's evolutionary journey, its resonant echoes with Indian consumers, and its unwavering commitment to crafting timepieces that not only tell time but also narrate stories of craftsmanship, innovation, and aspiration.

A Chronicle of Time

Featured Collections

  • Retail and Business
  • Technology
  • CPG
  • Food Service