Ethos Watches has recently unveiled City of Time in Gurugram, marking a transformative moment for India’s luxury watch retail landscape. This flagship initiative by the renowned retailer is not merely a space for purchasing high-end timepieces; it represents an immersive journey into the world of horology and refined lifestyle. Designed as a comprehensive destination for watch enthusiasts, City of Time spans an impressive 22,000 square feet and is strategically located within Emaar Capital Tower 2 in the Delhi NCR region, offering both accessibility and prominence.
Unlike conventional watch stores, its philosophy centers on seamlessly integrating retail with experiential elements, allowing visitors to engage with some of the world’s most prestigious watch brands in an elegant, relaxed, and thoughtfully curated environment. The concept emphasizes education, interaction, and sensory experience, making it a destination where visitors can appreciate not only the aesthetics of watches but also the craftsmanship and heritage behind each brand.
The space includes seven standalone brand boutiques, two multi-brand galleries, a watchmaking studio, a bespoke bar, and a cigar lounge, creating a multidimensional experience where horological culture intersects with lifestyle. Visitors can explore rare timepieces, observe master watchmakers at work, and enjoy curated social spaces, ensuring that each visit becomes both an educational and indulgent journey into the world of luxury watches.
One of the most notable aspects of City of Time is the debut of India’s first standalone boutiques for H. Moser & Cie. and Ulysse Nardin. For seasoned collectors and watch aficionados, this represents a milestone. H. Moser & Cie. is celebrated for its minimalist aesthetics and innovative movements, embodying a subtle elegance that resonates with discerning collectors. Ulysse Nardin, renowned for its marine chronometers and pioneering use of materials, represents a perfect balance of technical sophistication and maritime heritage. Previously, enthusiasts in India could access these brands only through multi-brand retailers, often limiting the depth of engagement with the brand’s history and craftsmanship. With dedicated spaces now available, these brands can fully express their philosophies, providing visitors with a rare opportunity to understand the intricacies of their creations and appreciate the stories behind each timepiece.
In addition to these two flagship brands, City of Time also houses independent boutiques for Panerai, Breitling, and Bell & Ross, while Girard-Perregaux and Tudor are slated to open shortly. This carefully curated mix addresses the diverse tastes of watch enthusiasts while demonstrating Ethos’s commitment to celebrating the full spectrum of horological artistry. From the rugged elegance of Italian diving watches to the precision and classic sophistication of Swiss chronometry, and from aviation-inspired timepieces to avant-garde contemporary designs, City of Time encapsulates both mainstream and niche horological expressions. For collectors, the ability to explore such a comprehensive array under a single roof is a rare luxury in itself, enhancing the experience beyond simple acquisition.
The multi-brand galleries provide yet another dimension to the visitor experience. Each gallery is designed with a distinct atmosphere, allowing patrons to explore over fifty independent watch brands, including several boutique and emerging makers whose limited production and innovative design attract those seeking individuality and exclusivity. These galleries are not only commercial spaces but also cultural platforms that highlight the creativity and craftsmanship that define independent watchmaking. For visitors, discovering a rare timepiece in such a setting is both a visual and emotional journey, offering insights into the painstaking effort and artistry that go into each creation.
City of Time emphasizes that watches are more than mere instruments for measuring time; they are cultural artifacts and works of art. The on-site watchmaking studio allows visitors to observe skilled horologists at work, from the meticulous polishing of components to the delicate assembly of complex movements. This transparency bridges the gap between product and observer, allowing guests to appreciate not only the finished timepieces but also the expertise, patience, and artistry that underpin them. For younger audiences and first-time collectors, such hands-on observation is particularly valuable, fostering an understanding of horological value that extends beyond price or brand prestige.
Beyond horology, City of Time extends the luxury experience into lifestyle and social interaction. The bespoke bar offers a carefully curated menu of drinks, from classic cocktails to specially crafted non-alcoholic options, each designed to complement the themes of time and sophistication. A dedicated cigar lounge provides a serene and intimate setting for guests to unwind, converse, and connect over shared interests, whether discussing new acquisitions or reflecting on the history of a specific timepiece. By merging lifestyle elements with retail, Ethos transforms the act of visiting the store into a full sensory and emotional experience, where the enjoyment of timepieces is complemented by taste, scent, and ambiance. Each visit becomes a memorable journey rather than a transactional interaction, enhancing both customer satisfaction and brand loyalty.
Pranav Saboo, CEO and Managing Director of Ethos Watches, describes City of Time as the culmination of years of aspiration and dedication. He emphasizes that the space is designed not only to sell watches but to honor and present each brand with dignity, depth, and artistic freedom. Ethos aims to set new benchmarks in luxury retail, creating a destination that resonates beyond India’s borders and invites the global horological community to recognize India’s growing influence in high-end watchmaking. Saboo’s vision reflects a broader shift within India’s luxury market, where consumers increasingly seek authentic brand narratives, cultural significance, and experiential value, rather than merely product aesthetics or status signaling.
City of Time’s launch coincides with a period of substantial growth in India’s high-end consumer market. The rise of affluent and aspirational middle-class segments has spurred increased demand for luxury goods, with wristwatches occupying a prominent position as symbols of taste, sophistication, and investment. Historically, many collectors in India had to travel abroad to acquire rare or limited-edition watches, but the opening of City of Time brings this access directly to the domestic market. This convenience not only saves time and resources but also deepens consumer engagement with brands, fostering a more mature and vibrant local market that can stand alongside other global luxury destinations.
The design, brand selection, and service philosophy of City of Time collectively signal a new era for India’s horological scene. Here, visitors are not merely shoppers; they are participants and witnesses. One can admire the craftsmanship of a movement, savor a meticulously prepared cocktail, or engage in conversation with fellow collectors about the nuances of a rare piece. This experiential retail model aligns with global trends in luxury consumption, where engagement, personalization, and immersive storytelling are as important as the product itself. Ethos has effectively localized this approach, blending international standards of luxury with India’s unique cultural and aesthetic sensibilities.
City of Time’s impact extends beyond the retail space itself. By attracting watch enthusiasts from across the country and internationally, it stimulates surrounding industries, including high-end dining, hospitality, and lifestyle services, creating a broader ecosystem of luxury living. In this sense, the space functions not only as a commercial project but also as a cultural and social catalyst, enhancing the prestige of Gurugram as a hub for high-end experiences. As international brands continue to deepen their presence in India, City of Time exemplifies how local markets can embrace global luxury trends while retaining a distinct identity.
Moreover, the integration of interactive experiences and lifestyle amenities positions City of Time as a model for the future of luxury retail. By providing opportunities for visitors to witness horology first-hand, enjoy bespoke beverages, relax in curated social spaces, and discover rare independent brands, it transcends the traditional boundaries of shopping. Every corner of City of Time invites curiosity, reflection, and engagement, fostering an appreciation for both the artistry of watchmaking and the nuanced ways in which luxury intersects with daily life.
For visitors, whether they are seasoned collectors or newcomers to horology, City of Time offers a journey unlike any other. One might pause over the intricate dial of a limited-edition watch, be captivated by a watchmaker’s precision during a live demonstration, or strike up an unexpected conversation with a fellow enthusiast over a shared passion. The space encourages contemplation about time itself, the artistry of mechanical engineering, and the intimate ways that craftsmanship can enrich everyday life. In doing so, City of Time lives up to its name: it is not merely a store, but a city of moments, stories, and experiences, where each tick of a watch embodies centuries of expertise and devotion.
By merging global standards of luxury with India’s burgeoning appetite for sophistication, City of Time establishes a new benchmark for high-end retail. It embodies a holistic vision where commerce, culture, craftsmanship, and lifestyle coalesce, creating a destination that educates, entertains, and inspires. The space demonstrates that horology is not just about owning a watch; it is about understanding the narrative behind each creation, appreciating the skill and artistry that defines it, and participating in a community of connoisseurs who value precision, history, and elegance.
In the years to come, City of Time is poised to become more than a retail destination; it is likely to serve as a cultural landmark, inspiring both domestic and international visitors to explore the depth and diversity of horological artistry. It sets a precedent for experiential luxury in India, blending educational elements, social engagement, and curated lifestyle experiences into a single cohesive narrative. Here, the story of time is told not only through exquisite timepieces but through shared experiences, human connection, and an enduring celebration of craft and ingenuity.
City of Time is now open to the public, welcoming anyone with an interest in watches, design, or luxury lifestyle. Its opening represents a pivotal moment in India’s horological and luxury retail sectors, illustrating how thoughtful curation, experiential design, and dedication to craftsmanship can transform shopping into an immersive journey. For collectors, enthusiasts, and casual visitors alike, stepping into City of Time is akin to entering a world where every moment is intentional, every object tells a story, and every experience is crafted to leave a lasting impression. It is a space that honors both the precision of timekeeping and the artistry of living, inviting all who enter to engage with time, culture, and craft in ways that are both intimate and extraordinary.
In essence, City of Time is more than a destination; it is a celebration of horological mastery, cultural depth, and refined living. It brings together the finest aspects of global watchmaking under one roof, offering visitors an unparalleled opportunity to explore, learn, and immerse themselves in a curated world where time is not merely measured but experienced. From its independent boutiques showcasing iconic brands to its multi-brand galleries highlighting innovation and rarity, from live watchmaking demonstrations to lifestyle-oriented spaces like the bespoke bar and cigar lounge, every element contributes to an environment where luxury and culture converge seamlessly.
Ultimately, City of Time demonstrates that luxury watch retail can transcend transactional exchanges and become a holistic, immersive experience that educates, entertains, and inspires. It encourages reflection on the relationship between craftsmanship, time, and life itself, reminding visitors that each watch is a repository of human ingenuity, creativity, and passion. In doing so, it positions Gurugram not merely as a commercial hub but as a cultural destination for horology, establishing a benchmark for luxury retail that other markets will undoubtedly take note of.