Last updated : May 22, 2026 4:22 pm
The luxury watch retailer has grown from a single boutique to a pan-India network, steadily expanding its portfolio of prestigious international brands and evolving its retail experience through mono boutiques, Summits, and Haute Horology boutiques.
Ethos Limited, India's leading luxury watch retailer, has opened its 100th boutique in Indore, marking a defining milestone in the company's journey of bringing the finest timepieces and an unparalleled watch retail experience to discerning customers across India.
The new boutique offers an exceptional range of prestigious international watch brands spanning luxury, premium, and sports segments. The launch underscores Ethos' continued momentum and its focus to expand its footprint in cities across India, catering to a growing base of watch enthusiasts and collectors nationwide.
Ethos has grown from a single boutique to a pan-India network, steadily expanding its portfolio of prestigious international brands and evolving its retail experience through mono boutiques, Summits, and Haute Horology boutiques. Most notably, Ethos created City of Time in Gurugram — a 22,000 sq. ft. luxury watch lifestyle destination where the finest in global watchmaking converges with curated luxury experiences, including a dedicated watchmaking zone, a cigar and private viewing lounge, and an in-house bar, among others.
“Reaching 100 boutiques is a moment of immense pride for everyone at Ethos — our teams, our brand partners, and above all, our loyal customers who have been part of this journey,” said Pranav Saboo, Managing Director & Chief Executive Officer, Ethos Limited. “Each boutique we have opened is a testament to the trust that watch enthusiasts across India have placed in us.”
“Reaching 100 boutiques is a wonderful feeling and an absolutely amazing achievement for the entire Ethos team,” stated Yashovardhan Saboo, Chairman, Ethos Limited. “What began with a passion for watches and the belief that India was ready for luxury Swiss watches sold internationally and professionally has today become a defining journey for the brand. Over the years, Ethos has always believed in anticipating the future of luxury retail, whether it was opening stores in malls, domestic airports, larger format boutiques or embracing independent brands much before time.”
Some of its new boutiques include Ethos Haute Horology and Ulysse Nardin Boutique in Gurugram, Messika Boutique in New Delhi and Jacob & Co. Boutique in Mumbai. Over the years, Ethos has remained committed to shifting from a traditional sales model to a truly experience-led approach to luxury watch retail, where every customer interaction is as exceptional as the timepiece they take home.