Time for outdoors
In a relatively short time, India’s rather nascent home-grown boutique watch brands has grown rapidly. At the acme of this growth arguably, in terms of quality and luxe quotient is Bangalore Watch Company, which has set new benchmarks for Indian horology. A brand that showcased its first watch in 2018, it has in this brief interlude caught the attention of ardent horologists, in India and beyond.
“Bangalore Watch Company stands out by combining modern, Indian storytelling with world-class watchmaking,” affirms Nirupesh Joshi, co-founder, BWC. “While many luxury brands focus on heritage or aesthetics alone, BWC offers limited-edition watches inspired by India’s modern achievements – the Indian Air Force, space exploration and cricket – making each time-piece a meaningful tribute.”
Multiple Indian boutique brands are trying to connect with local elements in their storytelling, and BWC fits into this mould of bringing out varying aspects of the country. Designed, engineered and assembled in Bengaluru, these watches blend Swiss technology with Indian narratives, ensuring both reliability and cultural significance. The brand also offers personal engagement with customers, whether at the BWC Studio in Bengaluru or through meticulous post-purchase service.
“As a young brand, we’ve always pushed the envelope when it comes to storytelling and technical capabilities,” adds Mercy Amalraj, co-founder & head of Ownership Experience of the brand. “We built the first watch from India to be qualified for Space, we have built watches using materials recovered from fighter-planes and aircraft carriers. With this new watch, we are pushing the limits on a watch that can withstand our customers’ pursuits in the Great Indian Outdoors”.
Most of the people that purchase BWC watches are already familiar with luxury watches, says Joshi. “They have one or more Swiss watches and are familiar with the brand landscape. While 70 per cent of the customers are in Indian metros, the remaining 30 per cent are overseas. For BWC purchases, it is not just about the watch or the technical specifications, it is all about the back stories and the meaning associated with them. For some it could be about a memory of a parent in the Indian Air Force, or for others, it could be a memory of playing gully cricket in India. Our customers are across professions – investment bankers, doctors, lawyers, tech professionals, and more.”
As watches become more like jewellery and heirlooms, brands need to share the deeper meaning behind them, underscores Joshi. “A watch is often more than just something you wear – it holds memories and emotions, sometimes passed down through generations. To stand out, brands must also educate people about the rare materials that are used in watchmaking. Whether it is a unique dial, an exotic metal or a fine movement, helping people understand what makes a watch special adds more value to owning it. In the end, a watch is not just about keeping time – it is about carrying a story that stays with you.”
The Indian watch market is shifting towards home-grown luxury, mechanical time-pieces, and storytelling-driven designs, says Joshi. “Consumers are looking beyond mainstream brands, seeking watches that offer deeper connections and exclusivity. This presents a great opportunity for brands like BWC, which combine Indian icons with world-class craftsmanship. However, challenges remain – global luxury brands still dominate, and educating consumers about independent watchmaking takes time.”
To get more people in India to wear watches instead of smartwatches, it will take meaningful stories, strong connections and real experiences. Unlike smartwatches, traditional timepieces hold personal value – they mark milestones, memories, and passions. By tying watches to India’s rich culture, sports, aviation and space exploration, they become more than just accessories – they become a part of people’s identity. Highlighting how mechanical watches last for generations, unlike short-lived tech, can also encourage people to see them as lasting keepsakes. In the end, it’s about making watches more than tools – they should be stories people wear with pride.
BWC makes about 1,000-1,500 watches a year, and is looking to increase this number in the coming years. “The journey so far has been steady and meaningful, with more people in India and around the world choosing our watches for their stories and purpose, explains Joshi. “We have been operating as a direct-to-customer, online only brand. Over the next couple of years, the plan is to create more physical and retail touch-points for customers in India and overseas. There is also a fundraiser conversation and it is in the horizon to help us scale and grow.”
Box
Outdoor indoor
BWC has just introduced Peninsula Professional, a line of watches that celebrates the story of India’s natural landscapes, and geographic diversity. “The time-pieces, dedicated to the rich and diverse Indian outdoors – the Himalayan Peaks, the Indian Ocean and the lush Western Ghats, are designed to re-imagine the recreational luxury outdoor watches category,” explains Joshi.
The collection is inspired by India’s diverse landscapes and how they were formed. The story goes back 180 million years, when the Indian landmass broke away from the ancient super-continent of Gondwana and drifted north, eventually colliding with the Eurasian plate. This massive collision created the Himalayas in the north and shaped the peninsula in the south, giving rise to rainforests, coastlines and unique ecosystems.
When designing the Peninsula, we didn’t want to make a typical dive watch, explains Joshi. “Instead, we wanted something versatile – a watch that can be worn for any activity, whether by the sea, in the mountains or in everyday life. With its strong build and clean design, the Peninsula is made for those who enjoy the outdoors.”
Crafted from surgical-grade steel, equipped with a scratch-resistant super-dome Sapphire crystal and powered by a Swiss Automatic movement, these watches are built to withstand a range of activities, from water-sports to hiking.
Yes, it’s a ‘dive watch’, an ultimate quality marker in the world of high-grade wristwatches. The time-pieces’ 41-hour power reserve and Swiss-made Sellita SW200-1 Automatic movement provide dependability for extended travel. With a 20 ATM (200 metres) water resistance, the Peninsula Professional is a perfect companion for both high-altitude treks and under-water explorations.
All time-pieces of the collection draw inspiration from the Pebble stone, a ubiquitous element found in nature. Its 316L stainless steel case, crafted like a smooth pebble, reflects the organic forms found in nature – India’s rivers, mountains, and coasts. The watches also feature a super-domed Sapphire crystal with two layers of anti-reflective coating, enhancing durability and clarity. The closed case-back and screw-down crown ensure robustness, making it an apt companion for the outdoors. The Peninsula Professional watches are priced at Rs1,10,000 (about $1,250) and are only available at the brand’s website, bangalorewatchco.in.