Watches That Remember

What sets JWC apart isn’t just the craft, but the context. Mehta doesn’t see watches merely as tools to measure time, but as vessels of memory. “We use these elements not for novelty, but for nostalgia,” he says. “Every coin has passed through hands, decades, sometimes empires.” In Mehta’s hands, horology becomes historiography — each watch a quiet rebellion against the idea that luxury must be imported.

Born and raised in Jaipur, Mehta’s upbringing was steeped in the textures of Indian history. A lifelong collector of coins, his fascination with objects that carry time — both literally and symbolically — began early. “My background wasn’t in watchmaking. I came in through storytelling and curiosity,” he explains. That outsider’s perspective gave him the freedom to reimagine what Indian watchmaking could be: less Eurocentric precision, more soul.

For Mehta, luxury is neither ostentatious nor unattainable. “In India, luxury is personal. It’s emotional. It’s about heritage and craftsmanship,” he says. The brand’s ethos reflects that philosophy: quiet elegance layered with cultural memory. The watches, which often incorporate one-of-a-kind elements like rare coins or handcrafted dials by miniature artists, aren’t just accessories — they’re archives.

This vision resonates in a changing India, where the appetite for homegrown luxury is on the rise. “A decade ago, collectors only looked at Swiss brands. Today, people want individuality over logos,” he observes. That shift — especially among younger, identity-conscious consumers — has created fertile ground for JWC’s rise.

Making Time, Telling Time

The process of creating a Jaipur Watch Company timepiece begins with a story. A historical artifact is selected, researched, and interpreted into a modern design. The dials are often miniature canvases — some painted, some engraved, all handcrafted by Indian artisans using techniques passed down through generations. The final product is a seamless fusion of Swiss movement and Indian soul.

Challenges have abounded. “When we started, there were no suppliers ready to collaborate on small batches, no ready market for what we were trying to do,” Mehta admits. But those constraints shaped the company’s DNA: agile, authentic, and unafraid to be different. “We don’t compete with legacy brands. We offer something uniquely Indian.”

A Watch Brand That Doesn’t Watch the Clock

Now, over a decade since that first coin-dial experiment, JWC is looking outward. The brand has gained traction in international markets like the U.S. and Middle East, where collectors value its originality and craftsmanship. A recent collaboration with ISRO to commemorate India’s space achievements marks a new direction: watches that document contemporary milestones as much as they celebrate history.

In 2024, the company secured funding to establish a gold watch manufacturing unit, “a bold step toward putting India on the high horology map, Mehta says. JWC is also expanding its retail footprint across India and exploring curated collaborations abroad.

The company has expanded its retail presence by inaugurating its first three franchise outlets in Mumbai, Gurgaon, and Surat, operating under a franchise-owned, company-operated (FOCO) model. This move allows franchise partners to invest in premium retail spaces while the company maintains control over operations, inventory, and brand positioning.

Looking ahead, the company plans to open eight additional FOCO stores in Hyderabad and Bangalore within the next six months. It aims to generate ₹20 crore in revenue from these outlets by the fiscal year 2026, with franchise-led retail expected to contribute approximately 50% of the overall revenue.

Still, Mehta’s ambitions remain grounded. “Going forward, we want to keep pushing boundaries: combining storytelling with innovation, tradition with technology. Our dream is to create watches that aren’t just worn — they’re remembered.”