Auguste Reymond is one of those quietly stubborn Swiss names that has spent decades doing its thing without shouting over the room. Founded in 1898, the independent maison has built its identity around classic, hand-assembled, individually numbered watches made in limited quantities, the sort of “IYKYK” proposition that tends to appeal to people who enjoy the object as much as the story behind it.

That positioning matters, because this is not a soft launch into India. Auguste Reymond is making its first official entry here through an exclusive partnership with Helios Luxe by Titan Company Ltd., which is also very openly in expansion mode. Helios Luxe says it plans to more than double market share to 20% and target a turnover of ₹2000 crore over the next three years, while scaling to 100 boutiques over the next five. Auguste Reymond is being framed as part of that bigger bet: more “discovery-led” independent watchmaking on shelves that are usually dominated by the familiar names. 

For the watches themselves, the India line-up lands across four collections: Origin, Unity, Heritage 1898, and Magellan, with 23 references in total. The headline grabber is the Origin Lunar (pictured below), a hero model built around lunar-surface engraving and a Super-LumiNova-infused bezel designed to glow hard in low light. It is powered by a hand-wound UNITAS calibre, which is a very deliberate signal that this brand wants its mechanical identity to read as a fine balance between heritage, quality and modern horology—with all its thematic quirks.

Pricing puts it squarely in the accessible-luxury lane Helios Luxe is trying to own. The core range, covering 21 watches, sits between ₹1.3 lakh and ₹2.5 lakh, while two statement Origin pieces step up to ₹4.5 lakh and ₹7.5 lakh respectively. Everything in the drop is positioned as handcrafted, hand-assembled, individually numbered, limited in quantity, and available exclusively in India through Helios Luxe. 

Titan’s Rahul Shukla sums up the thesis neatly: Indian buyers are “moving beyond familiarity to originality and depth”, and Helios Luxe wants to be the place where that shift becomes a habit, not a one-off splurge. On the brand side, Auguste Reymond’s Sundar Klingenberg calls India “an important milestone”, and leans into the advantages of being small by choice: limited quantities, artisanal attention, and mechanical watchmaking for people who actually care about the how and why. With that groundwork set, here’s how both sides see the partnership, the India consumer, and what the brand thinks it can bring to wrists that are getting more discerning by the month. Excerpts:

Auguste Reymond has over a century of history, yet it isn’t widely familiar in India. How do you plan to address this, and who are you targeting?

In India, we broadly see two consumer cohorts. One is highly brand-conscious: people who enjoy abundance and variety, own multiple brands, and often make purchase decisions based on aesthetics and status. For them, watches are an extension of personal style and social signalling.

The second cohort is far more purpose-driven. These are largely self-made individuals whose affluence is built on intellectual capital. They are thoughtful, evaluative buyers who seek meaning in what they own. For them, a compelling design narrative rooted in heritage, provenance, and authentic horology becomes the primary driver. The watch becomes a reflection of who they are.

Auguste Reymond entering India for the first time naturally means lower initial awareness. But as we expand our footprint and deepen consumer engagement, Helios Luxe will act as a discovery platform, introducing people to beautiful, lesser-known stories that align with their values. Much of the market today is skewed towards popular, well-known brands. Very few are focused on curating and nurturing stories that are yet to be told, and that’s where we see our role.

The ₹1–5 lakh mechanical watch segment has seen many new entrants recently. Why is now the right time for Auguste Reymond, and for international brands in general, to enter India?

Globally, we’re operating in a climate filled with uncertainty: interest rates, geopolitics, and macroeconomic volatility. Most large markets are either stagnant or slowing down. India, however, stands out as a major economy showing consistent, long-term growth.

As the economy expands, the middle and upper-middle classes are growing in both affluence and aspiration. With that comes a desire for better products, deeper stories, and more meaningful ownership. At the same time, the influx of international brands has accelerated desire creation across categories, and the watch segment has seen phenomenal growth as a result. For brands looking at India from a long-term perspective, this convergence of economic growth, aspiration, and premiumisation makes it the right moment.

Helios has traditionally been associated with established brands. How does Auguste Reymond fit into your broader retail strategy?

We don’t see ourselves as just a retailer of established names. While we do house popular global brands, we are equally focused on curating exceptional stories: brands with strong heritage, authentic horology, and deep design philosophies. 

Over the years, we’ve launched several exclusive brands that were relatively unknown in India but had compelling narratives. Auguste Reymond fits perfectly into that philosophy. It brings together 127 years of Swiss watchmaking heritage, mechanical Unitas movements, and a distinctive design language inspired by celestial themes. These are exactly the kinds of stories today’s discerning Indian consumer is seeking.

What are the standout design and horological elements that will excite enthusiasts about Auguste Reymond?

The hero piece in the collection is the Origin Lunar. It features a highly distinctive carbon and Super-LumiNova-infused bezel. What makes it truly unique is the absence of a traditional dial. What you see beneath the hands is actually the top plate of the movement itself, specially treated to resemble the surface of the moon. On the caseback, the manual-winding movement is fully visible, with moon engravings on the wheels. The oversized, skeletonised crown enhances both usability and visual character. It’s a watch that blends mechanical purity with strong visual storytelling.

How did the partnership between Auguste Reymond and Helios come together?

The relationship developed over time. Initial conversations began in Switzerland, and there was an immediate alignment in values and vision. A few years ago, India wasn’t quite ready for higher-priced Swiss mechanical watches at scale. However, when we analysed our data over the past two to three years, we saw a clear shift. The ₹25,000-plus segment was growing at 52%, while the sub-₹25,000 fashion watch segment was growing at 21%. Fashion watches, which once formed 65% of our business, have now dropped to around 45%. Premium brands today contribute close to 65% of our sales. 

That shift told us the consumer had evolved. They were seeking exclusivity, authenticity, and substance, prompting us to launch Helios Luxe with a focus on the ₹50,000–₹5 lakh segment. Auguste Reymond naturally became part of that journey.

What does the roadmap for Auguste Reymond and Helios Luxe look like over the next few years?

We’ve already launched Auguste Reymond across five Helios Luxe stores. Over the next three to four months, we’ll add another 14–15 stores, taking the total to 20 by the end of this financial year. Looking ahead, our ambition is to scale Helios Luxe to 100 stores by FY30. As part of this expansion, we’re targeting a significant growth trajectory, doubling our overall turnover to ₹2,000 crore and beyond over the next three years. Auguste Reymond will be an important partner in that journey.

Why was partnering with Titan important for Auguste Reymond?

In a globally uncertain environment, entering a dynamic market like India requires more than a short-term retail presence. It was crucial for us to partner with someone who shared a long-term vision and could genuinely build the brand, not just place watches on shelves. Titan offers scale, credibility, operational excellence, and, most importantly, a value system that aligns with ours. This is a partnership built for sustained growth, not a one-off market entry.

Five years from now, how would you define success for Auguste Reymond in India?

Success would mean Auguste Reymond becoming one of the most significant contributors to Helios Luxe’s journey towards ₹2,000 crore and beyond. More importantly, it would have established itself as a brand of choice for consumers who seek meaning, authenticity, and substance in their purchases. Because Auguste Reymond doesn’t operate in the overcrowded space of highly popular brands, the perceived value it offers will far exceed its price. The emotional and intellectual worth of the watch will be deeply felt by the consumer, and that is true success.

And from the brand’s perspective?

We see a strong and growing audience in India that values authenticity: an independent, family-run brand with genuine heritage and real horological substance. Five years from now, the core proposition will remain unchanged: the convergence of three pillars: horology, design artistry, and value. When these come together, they create watches that are not just owned, but understood and cherished. That philosophy will continue to guide our growth in India.