In Conversation with Ayushmann Khurrana on the future of Watch Culture

Just In Time has entered a defining new chapter, bringing Ayushmann Khurrana on board as brand ambassador while unveiling its flagship boutique at Connaught Place. The move reflects a calibrated push towards cultural relevance and experiential retail. Spanning over 3,000 square feet, the space introduces a more immersive approach to watch discovery, anchored in design and curation. With Khurrana lending his voice, the brand appears to be aligning itself with a new generation of consumers seeking meaning alongside craftsmanship.

In this conversation with LuxeBook, he reflects on how time has shifted from something to chase to something to inhabit. He suggests that classic watchmaking continues to resonate for its authenticity and permanence, while a truly compelling timepiece must balance technical finesse with emotional meaning. We learnt about his own preferences, that as he notes, have evolved towards understated elegance, with pieces that move seamlessly across moments, much like his own approach to life and work. Read on.

Luxebook: How has your relationship with time evolved over the years?

LuxeBook: Why do you think classic watchmaking still appeals to younger audiences today

AK: In a world where everything is fast and digital, there’s something very grounding about craftsmanship that takes time. Classic watchmaking has a sense of permanence-it’s not trying to keep up with trends. I think younger audiences today appreciate that authenticity. It’s almost like owning something with a soul.

LuxeBook: How do you view the balance between emotional value and technical merit in a timepiece?

AK: For me, it has to be both. The technical side gives you respect for the craft, but the emotional side is what makes you keep going back to it. A watch might be beautifully made, but if it doesn’t mean something to you, it remains just an object. The best pieces are the ones where both come together seamlessly.

AK: Definitely. Earlier, I was more experimental, but now I find myself drawn to pieces that are understated and timeless. Clean dials, classic silhouettes-things that you can wear across moments. From the new collection, I really like pieces that feel versatile; you can wear them to a formal event or even a casual day out.

AK: Yes, I do. I remember gifting myself a watch after one of my early films did well. It wasn’t about the price-it was about what it represented at that time. Even today, when I look at it, it takes me back to that phase of uncertainty, excitement, and gratitude.

AK: I think it should be a bit of both, but if I had to choose, I’d say personal expression. Your first serious watch should feel like you. Trends will come and go, but if it reflects your personality, you’ll hold on to it much longer.

AK: I wouldn’t call myself a collector yet, but I’m definitely more curious now. The more you learn about watchmaking, the more fascinating it gets. So yes, I see that interest growing over time, organically.

AK: Absolutely. Both are deeply rooted in rhythm and precision. In music, even a slight shift in timing can change the entire feel of a song. It’s similar with watchmaking – there’s a beauty in that precision. And at the same time, both have an emotional side that connects with people beyond the technicalities.

AK: Luxury, for me, has become more personal over time. It’s less about owning something expensive and more about owning something meaningful. It could be time with loved ones, or something you’ve worked hard for. It’s about intention and value, not just price.

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