Titan is increasing its mechanical watchmaking and movement production to capture a 25% share of India's premium watch market priced above ₹25,000, according to livemint.com. The company has been developing mechanical movements in-house since 2010 and is now focusing on scaling production to meet rising demand.
The strategy involves adopting Japanese-style high-volume automation to produce homegrown mechanical movements that are both accessible and globally competitive. This approach allows Titan to enhance efficiency and quality while expanding its footprint in the premium segment. The company aims to establish its mechanical watches as a recognized standard domestically and internationally.
Titan's push into mechanical watchmaking comes amid growing consumer interest in premium timepieces in India. The move positions the company to compete with established global brands by leveraging local manufacturing capabilities. This initiative aligns with broader trends of Indian companies enhancing in-house production to reduce reliance on imports and improve cost competitiveness.
Titan's focus on mechanical watches above the ₹25,000 price point targets a segment that is expected to grow significantly as Indian consumers increasingly seek luxury and craftsmanship in watches. The company’s efforts to scale production and automation will be closely watched in the next quarterly results, which will reveal the impact on market share and revenues.