Ethos Limited has achieved a significant milestone with the opening of its 100th boutique in India, further strengthening its position in the country’s growing luxury watch retail sector.
The new boutique, launched in Indore, reflects the brand’s continued expansion strategy and its commitment to delivering premium global watch brands and elevated retail experiences to Indian consumers.
Expanding India’s luxury watch retail landscape
Over the past two decades, Ethos has evolved from a single-store operation into a nationwide luxury watch retail network. The company has steadily expanded its portfolio across luxury, premium, and sports watch categories while introducing multiple retail formats including mono-brand boutiques, Summit stores, and Haute Horology destinations.
The 100th boutique milestone underlines the increasing demand for luxury watches in India, driven by rising aspirational consumption and growing interest in horology among collectors and enthusiasts.
Experience-led luxury retail strategy
Ethos has positioned itself around an experience-focused retail model rather than a traditional transactional approach. One of its most notable developments is City of Time in Gurugram, a 22,000 sq. ft. luxury watch lifestyle destination featuring curated brand experiences, watchmaking zones, private lounges, and hospitality-driven engagement spaces.
The company’s retail evolution reflects broader shifts in luxury consumption, where experiential environments play an increasingly important role in customer engagement and brand loyalty.
Leadership perspective on the milestone
Commenting on the achievement, Pranav Saboo, Managing Director and Chief Executive Officer of Ethos Limited, described the 100-boutique milestone as a reflection of customer trust, long-term partnerships, and the company’s passion for global watchmaking.
Yashovardhan Saboo, Chairman of Ethos Limited, highlighted the brand’s early adoption of evolving luxury retail formats, including mall-based stores, airport retail, larger boutique concepts, and independent watch brands.
Strengthening luxury retail in India
With its expanding presence across India, Ethos continues to contribute to the growth of organised luxury watch retail in the country. The company’s focus on curated experiences, premium service, and global brand partnerships positions it as a key player in India’s evolving luxury lifestyle ecosystem.
As the premium and luxury retail market continues to mature, Ethos’ milestone signals increasing momentum within India’s high-end consumer segment.
