Art of Time has unveiled CIRCA, an immersive luxury retail concept that transforms how premium watches are explored, understood and purchased in India. Designed as an entry point into fine watchmaking, CIRCA brings together globally renowned timepiece brands within a narrative-led environment focused on craftsmanship, personal milestones and individual relationships with time.
The name CIRCA, derived from the Latin term meaning “around” or “approximately,” is deeply rooted in horology and reflects the philosophy of placing time at the centre of the experience. More than a conventional retail space, CIRCA positions watches as personal markers of identity, commemorating first luxury purchases, meaningful achievements and long-term collecting journeys.
As India’s luxury consumer evolves, preference is shifting from status-led consumption to experience-driven ownership. CIRCA responds to this change by offering a welcoming and confidence-building environment for both first-time luxury watch buyers and seasoned collectors. The concept prioritises emotional connection, education and accessibility alongside heritage and craftsmanship.
Built on four core values inclusive, trustworthy, refined and delightful, CIRCA bridges aspiration and ownership through guided discovery rather than exclusivity. A central feature of the experience is Chronica, a proprietary digital discovery tool that personalises the watch-buying journey by decoding individual style preferences, milestones and interests. By blending human expertise with intuitive technology, CIRCA makes luxury watch buying more informed, personal and approachable.
From concierge-led consultations and curated showcases to phygital experiences and community-driven events, CIRCA goes beyond traditional retail to create a cultural ecosystem where horology meets lifestyle and self-expression.
Commenting on the launch, Gaurav Bhatia, Co-Founder and Director, Art of Time, said the concept was inspired by the emotional significance of a first luxury watch and aims to recreate that experience for a new generation. Bharat Kapoor, Co-Founder and Director, added that CIRCA extends Art of Time’s legacy of trust, making fine watchmaking more accessible to emerging luxury consumers.
CIRCA has debuted with its first store in Noida, followed by the launch of a Rado boutique in Ahmedabad in March 2026. Further expansion is planned across premium malls, high-street locations and key urban markets, with each space designed as an immersive destination for long-term engagement.
At its core, CIRCA represents a new chapter for Art of Time, blending heritage with innovation and redefining the future of luxury watch retail in India.
