Infinity Group, a long-time player in India’s luxury automotive market, has expanded into a new category with the launch of Infinity Timeless. The company has opened two boutiques in Chennai and Ahmedabad, adding luxury watches and fine jewellery to its portfolio and becoming an authorised retailer for Rolex in India. The Chennai boutique combines five brands in one location: Rolex, Chopard, Franck Muller, Tudor and Damiani. The store is situated on Anna Salai, a major commercial artery in the city, and has been designed as a calm, upscale environment for buyers who prefer a more measured retail experience. The company describes the space as lifestyle driven, with a focus on a curated journey rather than high footfall. 

In Ahmedabad, Infinity Timeless has opened at the ITC Narmada hotel. The boutique features Rolex and Damiani in a smaller format that prioritises personalised service and a tightly edited selection. The company notes that early interest has been strong, with enquiries and pre-bookings suggesting that luxury watch demand in the region continues to rise. Infinity Group’s entry into watch and jewellery retail comes after almost two decades of working with high-end automotive brands such as Bentley, BMW, Ducati, Lamborghini, McLaren, MINI and Porsche. The company positions this move as a direct extension of its existing capabilities in high-value retail and customer relationship management. 

Speaking about the launch, Lalit Choudary, Chairman and Managing Director of Infinity Group, said, “India’s relationship with luxury is evolving, and Infinity has been part of that story for many years. With Infinity Timeless, we are deepening that connection by introducing the world’s most exceptional timepieces and jewellery to discerning audiences. It is a privilege to associate with Maisons that stand as the epitome of horological excellence and who have transformed jewellery making into an artform. We look to bring Rolex, Chopard, Frank Muller, Tudor and Damiani closer to our customers and continue to contribute to shaping India’s luxury landscape.”