Ethos Ltd is expanding its presence in the luxury watch market as analogue watches regain popularity, overcoming earlier concerns about smartwatches. The company is increasing its store count and targeting younger buyers while also venturing into luxury lifestyle categories despite facing margin pressures, according to livemint.com.
This strategic move follows a shift in consumer behavior where aspiration-driven purchases of analogue watches are rising again. Ethos Ltd’s managing director and CEO, Pranav Saboo, highlighted the renewed relevance of traditional watches in India’s premium segment. The retailer is leveraging this trend by broadening its retail footprint and diversifying its offerings beyond watches to capture a larger share of the luxury lifestyle market.
The revival of analogue watches is significant as it counters the disruption caused by the rise of smartwatches, which had threatened the traditional watch industry. Ethos Ltd’s expansion reflects a broader market trend where consumers value craftsmanship and heritage in luxury timepieces. This development also signals a potential shift in premium retail strategies, where experiential and aspirational factors drive growth despite tighter margins.
Looking ahead, Ethos Ltd plans to continue its store expansion and deepen engagement with younger demographics. The company’s push into adjacent luxury lifestyle categories suggests a long-term vision to build a comprehensive luxury brand ecosystem. Observers will be watching how Ethos balances growth and profitability while navigating evolving consumer preferences in the luxury segment.