Timex Group has announced a strategic partnership with the iconic British luxury automotive brand Aston Martin to launch Aston Martin watches in India. The collaboration marks a significant step in Timex’s premium portfolio strategy, as the company looks to capitalize on India’s growing appetite for motorsports-led brands and affordable luxury products.

The launch comes at a time when both consumer behavior and category dynamics are shifting rapidly. Motorsports viewership in India has seen sharp growth over the last few years, while watch buyers are increasingly willing to trade up to higher price points when presented with strong brand value and product differentiation.

A Timely Collaboration Driven by Market Trends

Explaining the rationale behind the partnership, Deepak Chhabra, Managing Director, Timex Group India, pointed to three clear factors that made Aston Martin the right brand for the Indian market at this point in time.

“Motorsports viewership in India is becoming really big. In 2020, around 31 million people watched Formula 1, and by 2024, that number had grown to nearly 60 million. That kind of growth clearly shows where consumer interest is heading,” said Chhabra.

Alongside motorsports fandom, the Indian watch market is witnessing steady premiumisation. Consumers are no longer driven purely by price; instead, they are looking for strong brand stories, craftsmanship, and value for money. “Indian consumers today are open to spending more if you offer them real value,” Chhabra explained. “Aston Martin is an iconic brand with over 110 years of history. It stands for elegance, performance, and exclusivity. The cars are almost hand-built, not mass-produced, and that ethos translates beautifully into watches.”

From a portfolio perspective, the partnership also fills a strategic gap for Timex. While the company already manages close to 15 brands in India, it was missing a strong sports-led brand in the bridge-to-luxury or affordable luxury segment. “All these factors came together—the rise of motorsports, premiumisation in watches, and a gap in our portfolio. That made this the right time to bring Aston Martin to India,” Chhabra added.

Strengthening Timex’s Premium Brand Portfolio

Aston Martin watches sit squarely in Timex’s bridge-to-luxury segment, complementing its existing mix of fashion and luxury brands. The company currently retails fashion labels such as Guess, Nautica, Adidas, and Ted Baker, while its luxury portfolio includes Versace and Salvatore Ferragamo.

“In affordable luxury, there was a clear gap, and Aston Martin fits perfectly there,” noted Chhabra. “It bridges fashion and luxury very well and strengthens our overall brand architecture.”

With licensed brands already contributing nearly 30 percent of Timex India’s total revenue, the addition of Aston Martin is expected to further accelerate this mix. The company expects licensed and premium brands to account for close to 40 percent of revenue over the next few years.

Two Distinct Product Lines for India

The Aston Martin watch portfolio in India will be offered across two distinct collections, catering to different consumer segments while staying true to the brand’s automotive DNA. The first is Aramco’s Formula One line, inspired directly by Aston Martin’s Formula One association. Priced between Rs 12,000 and Rs 25,000, this collection targets motorsports enthusiasts and younger consumers looking to enter the premium watch category.

The second is the Heritage line, which draws inspiration from Aston Martin’s legacy in car-making. These watches reflect design elements from dashboards, speedometers, and automotive detailing. Prices for the Heritage collection range from Rs 20,000 to Rs 60,000, positioning it firmly in the premium segment.

“Automatics are doing very well in India, and Aston Martin has a strong automatic collection,” Chhabra highlighted. “These watches are unmistakably inspired by the cars. When you look at the dial, you can see elements like tires, speedometers, and dashboards—it’s very clearly Aston Martin.”

Selective Distribution to Maintain Exclusivity

Reflecting the exclusivity of the Aston Martin brand, Timex is adopting a tightly curated distribution strategy. The watches will be available across both online and offline channels, but only through select touchpoints. Offline, Aston Martin watches will be retailed through approximately 100 stores across India. It will be available at Just Watches stores, and leading watch retailers like Just in Time, Shoppers Stop, The Collective, Kamal Watches, Zimson Watches, Swiss Time House, Sethi Watch Company, and Ganga Ram Gallery. Online availability will be limited to premium fashion platforms such as Justwatches.com, Myntra, Tata CLiQ, and Ajio.

“As a car brand, Aston Martin is extremely exclusive, and we want to retain that exclusivity in watches as well,” Chhabra explained.

In terms of geography, the focus will be on the top eight cities, including four metros and four mini metros. Delhi, in particular, is expected to be a key market. “Delhi experiments a lot with fashion and new brands. While loyalty can be lower, people are open to trying something new, and we feel Aston Martin will do very well there,” he added.

Offline Experience to Drive Premium Sales

As price points rise, Timex expects offline retail to play a dominant role in sales. For Aston Martin watches, the company anticipates that nearly 85 percent of sales will come from physical stores, with online sales contributing around 15 percent.

“When watches become premium, consumers want to experience them physically and try them on,” Chhabra asserted. “For instance, Versace is almost entirely offline for us, while Timex as a brand is far more online-driven.”

To enhance the in-store experience, Timex is creating dedicated Aston Martin sections within its exclusive Just Watches stores. These spaces will go beyond product displays to showcase the brand’s motorsports legacy and car-making heritage.

“We want it to be about the full Aston Martin story, not just the watch,” stated Chhabra. “Today, we have around 20 Just Watches stores, and we plan to scale that to 100 stores over the next two years.”

A Strong Growth Vision Ahead

Timex has ambitious plans for Aston Martin watches in India. Over the next two years, the company expects the brand to emerge as one of the strongest contributors within its portfolio, with projected revenues of around Rs 50 crore.

“A collaboration works best when two complementary brands come together,” Chhabra concluded. “Aston Martin is iconic, with massive awareness in India, yet it remains exclusive. There are only about 180 Aston Martin car owners in the country, which makes the brand highly aspirational.”