In Conversation: Auguste Reymond CEO and Helios Luxe VP on India’s Watch Industry

Once upon a time, India’s luxury watch conversation began and ended with recognisable logos and celebratory purchases. Today, that dialogue has matured. The Indian watch buyer is no longer asking “Who makes this?” but “Why does this exist?” In a market increasingly fluent in calibres and unique movements,  luxury is being redefined not by volume, but by values.

It is amidst this quietly confident shift that Helios Luxe’s partnership with Swiss independent maison Auguste Reymond was announced. Rooted in 127 years of Swiss watchmaking heritage, architectural design, and an almost philosophical relationship with time, Auguste Reymond represents the kind of depth today’s Indian collector is actively seeking.We spoke to both Mr. Sundar Klingenberg, Chief Information Officer and deputy CEO, Auguste Reymond and Mr. Rahul Shukla, Vice President and Chief Sales and Marketing Officer, Watches Division, Titan Company Ltd. to garner insights behind this collaboration and its relevance to India’s maturing luxury watch market.

Through this conversation, with industry titans, we learn that India’s luxury watch market has matured: where intent, integrity, and horological depth now outweigh the ‘logo’ value.

Luxebook: What are Indian watch buyers demanding right now?

Mr. Rahul Shukla: Indian watch buyers today are demonstrating a far more nuanced understanding of luxury and watchmaking than ever before. The demand has moved decisively beyond design or brand familiarity to substance. Consumers are no longer satisfied with watches that are driven purely by design or brand recognition. Instead, they are actively seeking timepieces that offer mechanical authenticity, a strong lineage and a clear sense of purpose.

There is also a growing desire for individuality. Buyers want watches that feel personal and considered. This has led to increased interest in independent watchmakers and mechanically expressive timepieces that reveal their craft openly. Indian consumers are asking more informed questions, about movements, construction, materials and the philosophy behind the brand, reflecting a maturing market that values meaning and long-term ownership.

Luxebook: What shifts have you observed in India’s high-end watch-buying behavior?

Mr. Rahul Shukla: India’s premium watch segment is experiencing strong momentum driven by a combination of economic, cultural and retail developments. Rising disposable incomes and an expanding base of affluent and aspirational consumers have significantly increased interest in premium and luxury timepieces. Exposure to global brands through international travel and digital platforms has also shaped a more informed and design-conscious audience

One of the most significant changes we are witnessing is the mindset with which consumers are entering the premium segment. Earlier, high-end watches were often celebratory. Today, many buyers are entering the category with intent, choosing their first serious watch after research and reflection.

There is also a marked shift towards horology-driven appreciation. Buyers are learning the language of movements, calibres and case construction. They are increasingly comfortable asking detailed questions and comparing watches on the basis of engineering rather than logo value. This reflects a growing maturity in the market and a willingness to invest time in understanding the craft. Another important shift is the desire for discovery. Indian consumers are no longer limiting themselves to globally dominant luxury houses. They are open to independent watchmakers that offer character, authenticity and depth. This has changed the role of retail as well. The store is no longer just a point of sale, but a space for education, storytelling and dialogue, something that platforms like Helios Luxe have consciously built.

Luxebook: How does this launch strengthen Helios’ role as India’s luxury tastemaker?

Mr. Rahul Shukla: This launch reinforces Helios Luxe’s role as a curator of taste and perspective in the luxury watch space. Introducing Auguste Reymond is a continuation of that philosophy. By introducing an independent Swiss maison rooted in mechanical integrity and guided by a thoughtful philosophy of time, Helios Luxe is clearly articulating its vision of modern luxury, one that values depth, authenticity and lasting meaning.  It demonstrates our commitment to introducing brands that add cultural and horological value to the Indian market.

This partnership also signals confidence in the Indian consumer. It reflects our belief that the market is ready to engage with nuanced stories, architectural design and mechanical purity. 

Luxebook: What made Auguste Reymond the next big coup for Helios?

Mr. Rahul Shukla: Auguste Reymond stood out because it brings a rare balance deep design (Inspired by the infinite), horology (in-house UNITAS movement) and heritage (est. 1898). It is a brand with 127 years of Swiss watchmaking history. Its continued use of hand-wound UNITAS movements, architectural case designs and celestial inspiration gives it a distinctive and confident voice.

For Helios Luxe, the brand represents depth. It appeals to collectors who are looking to move beyond the obvious. Auguste Reymond speaks to those who value integrity over scale and substance over visibility. The brand fits precisely into the space Helios Luxe is building, one that celebrates independent watchmaking, mechanical expression and storytelling. It strengthens the portfolio in a way that feels deliberate and meaningful.

Luxebook: Why was Auguste Reymond a must-bring brand for India?

Mr. Rahul Shukla: India is at a defining moment in its luxury watch journey. Auguste Reymond’s philosophy of time as an emotional and individual experience resonates strongly with Indian sensibilities, where craftsmanship and symbolism hold deep cultural value. The brand’s controlled production volumes, mechanical honesty and independent status create a proposition that feels rare without being inaccessible.

Luxebook: How does celestial symbolism shape your watches?

Mr. Sundar Klingenberg: Celestial symbolism is central to our design philosophy. We see the cosmos as a reflection of time itself, its cycles, continuity and infinite beauty. Each watch is inspired by this rhythm, whether through moon-textured dials, orbital motifs or subtle nods to the stars. It represents the dialogue between the universe and the individual wearer. Our goal is to create a timepiece that evokes wonder, curiosity and a sense of connection to something larger than ourselves, while still being precise, mechanical, and enduring.

Bringing Auguste Reymond to India was therefore a strategic decision to introduce a brand that encourages more thoughtful consumption. It offers Indian collectors the opportunity to engage with Swiss watchmaking in a way that feels intimate, sincere and enduring.

Luxebook: One takeaway you want Indian watch enthusiasts to remember from this partnership?

Mr. Rahul Shukla: The most important takeaway is that meaningful watchmaking still exists and thrives beyond the obvious. This partnership is an invitation to look deeper, to appreciate craftsmanship, philosophy and mechanical integrity. Helios Luxe and Auguste Reymond together represent a shared belief that a watch should be chosen with intention. It should reflect who you are, what you value and how you experience time.

The Helios x Auguste Reymond partnership clearly signals something larger than a new brand launch: it marks a cultural inflection point in Indian luxury watchmaking. One where collectors are no longer seduced by spectacle, but drawn to stories, craftsmanship, and intention. It reflects a generation of buyers who see watches not as trophies, but as personal markers of time, taste, and identity.

In championing an independent Swiss maison with mechanical integrity and philosophical depth, Helios Luxe reaffirms its role not merely as a retailer, but as a tastemaker: one shaping how India understands, consumes, and emotionally connects with horology.

For Indian watch enthusiasts, the message is clear: the future of luxury isn’t louder. It’s smarter, subtler, and infinitely more meaningful.

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