What’s new in luxury this week

As September approaches, India’s luxury landscape is booming. From Taj entering the branded villa space in Lonavala and Fairmont Mumbai adding a new chapter to its dining story, to Baume & Mercier welcoming Shreyas Iyer and Rohit Sharma stepping into gaming, here’s a recap of everything that happened in luxury this week.

Taj enters the branded villa space in Lonavala

Taj is extending its luxury hospitality footprint into branded residences with Taj Mount Kusur Resort & Villas, Lonavala, developed in partnership with Amavi. Set amid the Western Ghats, the project brings together the appeal of a private villa with the service credentials of one of India’s most established hospitality names. The move also reflects the growing appetite for branded second homes, where ownership comes with an established sense of place, service and prestige.

Fairmont Mumbai adds a new chapter to its dining story

Fairmont Mumbai is adding another layer to its hospitality offering with The Fifth Chapter by The Hedonist, a new destination designed around the city’s appetite for elevated evenings. Bringing together food, drinks and entertainment, the new space adds to Mumbai’s ever expanding luxury dining and nightlife landscape. For Fairmont, it is another way of positioning the hotel as a destination beyond the traditional stay.

Shreyas Iyer joins Baume & Mercier

Swiss watchmaker Baume & Mercier has welcomed cricketer Shreyas Iyer as a Friend of the Maison, bringing together Swiss watchmaking and one of India’s most closely followed sporting personalities. The association arrives at a time when luxury watch houses are increasingly looking beyond traditional ambassadors, choosing personalities whose influence extends across sport, culture and contemporary lifestyle. For Baume & Mercier, Iyer adds a distinctly Indian dimension to its global brand universe.

Rohit Sharma steps into the gaming arena

Rohit Sharma is taking his association with cricket into a new digital arena, joining LightFury Games as an investor. The move comes as the gaming company prepares to begin the closed beta of its upcoming eCricket title in September 2026. With cricket already occupying an enormous space in India’s cultural imagination, its transition into interactive entertainment feels less like a departure and more like the sport’s next digital chapter.

Tiffany & Co. and the US Open renew a four decade legacy

Some luxury partnerships become part of cultural history, and the relationship between Tiffany & Co. and the United States Tennis Association is approaching that territory. Ahead of the 2026 US Open, the two have renewed their multi year partnership, continuing a relationship that has lasted nearly 40 years. It is a meeting of two institutions where precision, performance and prestige remain central to the experience, with Tiffany & Co. continuing its association with one of tennis’s most celebrated stages.

You may also read: This Singapore guide might just have you book that trip