Art Of Time

What Art Of Time does

Art Of Time is an Indian omnichannel luxury watch retailer operating under the legal entity AETAS RETAIL PRIVATE LIMITED, headquartered in Mumbai (Bandra West) and serving customers nationwide through e-commerce with free insured shipping and physical boutiques. The company functions as an authorized multi-brand dealer for approximately 20 international luxury watch maisons spanning Swiss, Japanese, and Italian houses, including Cartier, IWC Schaffhausen, Omega, Panerai, Jaeger-LeCoultre, Breguet, Piaget, Roger Dubuis, Blancpain, Breitling, Bvlgari, Grand Seiko, Montblanc, Baume & Mercier, and Zenith. Its inventory covers the full luxury spectrum from entry-level pieces under ₹2,00,000 to haute horlogerie complications priced above ₹95,00,000, with the company holding one of the largest Cartier collections in India and serving as official Cartier and IWC Schaffhausen retailer in Mumbai.

The company's core technology is an omnichannel retail platform that combines a Shopify-based e-commerce storefront (artoftimeindia.com) with physical boutique experiences. In February 2026, Art of Time launched CIRCA, a new experiential retail concept featuring immersive story-led environments and a proprietary digital discovery layer called Chronica, designed to make fine watchmaking approachable for first-time buyers while serving seasoned collectors. The first CIRCA store opened in Noida, with a Rado boutique scheduled for Ahmedabad in March 2026 and the first Hyderabad store planned. Revenue is generated almost entirely through one-time unit sales of luxury watches via these physical boutiques and online channels, supplemented by White Glove delivery, engraving, and authorized dealer services.

In December 2025, Art of Time raised Rs 175 crore (~$21M) in a funding round led by notable Indian entrepreneurs including Mithun Sacheti (CaratLane), Siddhartha Sacheti (Jaipur Gems), Girish Mathrubootham (Freshworks), and Plutus Wealth Management, with 70% primary capital infusion. Use of funds is earmarked for retail expansion, new product categories, technology, and inventory, with a stated goal of doubling online sales share to 30% within two years. The company is led by co-founders Gaurav Bhatia (CEO) and Bharat Kapoor (Director) and operates with a lean team of 1-10 employees, reflecting reliance on brand partner relationships and operational efficiencies.

Name

Art Of Time

Legal name

AETAS RETAIL PRIVATE LIMITED

Website

https://artoftimeindia.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Art Of Time is an Indian omnichannel luxury watch retailer (AETAS Retail Private Limited) authorized by 20+ global brands including Cartier, IWC Schaffhausen, and Omega, serving first-time buyers and seasoned collectors via boutiques in Mumbai and Noida and a nationwide e-commerce platform.

Ownership category

akta.pro rank

Product category

Luxury Watch Retail

SIC

Watches, Clocks, Clockwork Operated Devices/Parts (3873)

akta.pro primary industry

Watch Retail (Authorized Dealers, Boutiques, Omnichannel) (CRAKADAL)

akta.pro secondary industry

Clocks & Desk/Travel Timepieces (CRAKADAI)

Keywords

• Luxury watch retail
• Premium timepieces
• Authorized watch dealer
• Swiss watch boutique
• Haute horlogerie retail

Headquarters

HQ city

Bandra

HQ country

India

HQ region

Asia

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Luxury Watch Retail: Art of Time generates revenue through the sale of luxury watches from multiple global brands through physical boutiques and e-commerce channels. The company operates as an authorized retailer for premium watch brands including Cartier, IWC Schaffhausen, Omega, Panerai, and others, offering products across various price points from entry-level luxury to high complication pieces.
2. Retail Expansion Services: Revenue generated from new store openings and boutique expansions including the CIRCA concept stores and brand-specific boutiques such as the planned Rado boutique in Ahmedabad.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Art Of Time is an authorized multi-brand luxury watch retailer operating physical boutiques and an e-commerce platform in India, offering curated timepieces from 20+ global brands including Cartier, IWC Schaffhausen, Omega, Panerai, Jaeger-LeCoultre, Breguet, Piaget, and Roger Dubuis. The company also launched CIRCA, an experiential retail concept featuring immersive, story-led environments and the proprietary Chronica digital discovery tool.

Product overview

Art Of Time is an omnichannel luxury watch retailer operating in India, functioning as an authorized multi-brand dealer for 20+ international luxury watch houses. The portfolio includes a diversified mix of Swiss, Japanese, and Italian luxury watch brands spanning entry-luxury to ultra-high-end segments. The company operates through two primary channels: a flagship physical boutique in Mumbai (Bandra West) and an e-commerce platform offering free insured shipping across India. The core offering centers on retail distribution of luxury timepieces across brands including Cartier, IWC Schaffhausen, Omega, Panerai, Jaeger-LeCoultre, Breguet, Blancpain, Breitling, Bvlgari, Grand Seiko, Piaget, Roger Dubuis, Montblanc, Baume & Mercier, and Zenith, among others. In February 2026, the company launched CIRCA, a new experiential retail concept featuring immersive store environments and the proprietary Chronica digital discovery tool. The company raised Rs 175 crore in funding (December 2025) to expand retail footprint, introduce new product categories, and invest in technology and inventory.

Differentiator

Problem solved

Functional benefit

Brands

• CIRCA: An experiential luxury retail concept for premium watches in India, featuring immersive story-led environments and a proprietary digital discovery layer called Chronica.

Products and services

• CIRCA Experiential Retail Concept Experiential luxury watch retail concept featuring immersive, story-led environments combined with the proprietary Chronica digital discovery layer. Launched for both first-time luxury watch buyers and seasoned collectors in India's evolving luxury consumer market, with the first store opened in Noida.
• White Glove Service

Quantifiable outcome

• Targeting 30% online sales share within two years
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

16 partnerships are on record, tiered core partner and planned partner.

• Cartiercore partnerChannel Partner/ Reseller/ DistributorArt of Time is an authorized retailer for Cartier timepieces and holds one of the largest Cartier collections in India. Serves as official retailer in Mumbai.
• IWC Schaffhausencore partnerChannel Partner/ Reseller/ DistributorArt of Time is an authorized retailer for IWC Schaffhausen timepieces and serves as official retailer in Mumbai. Website displays IWC authorized retailer certification.
• Omegacore partnerChannel Partner/ Reseller/ DistributorAuthorized Omega retailer with dedicated collection page and significant inventory of Omega timepieces across various collections.
• Paneraicore partnerChannel Partner/ Reseller/ DistributorAuthorized Panerai retailer with extensive collection including Luminor, Submersible, Radiomir, and Luminor Due series.
• Jaeger-LeCoultrecore partnerChannel Partner/ Reseller/ DistributorAuthorized Jaeger-LeCoultre retailer featuring Reverso collection and other haute horlogerie pieces from the Swiss manufacturer.
• Breguetcore partnerChannel Partner/ Reseller/ DistributorAuthorized Breguet retailer offering Classique, Marine, Tradition, and Reine De Naples collections.
• Piagetcore partnerChannel Partner/ Reseller/ DistributorOfficial Piaget retailer with extensive collection of watches and jewellery including Polo, Altiplano, Limelight Gala, and Possession lines.
• Roger Dubuiscore partnerChannel Partner/ Reseller/ DistributorAuthorized Roger Dubuis retailer featuring Excalibur collection and hyper horology pieces from the Geneva-based maison.
• Blancpaincore partnerChannel Partner/ Reseller/ DistributorAuthorized Blancpain retailer offering Fifty Fathoms, Villeret, Ladybird, and Air Command collections.
• Breitlingcore partnerChannel Partner/ Reseller/ DistributorAuthorized Breitling retailer with collections including Navitimer, Chronomat, Superocean, Premier, and Avenger series.
• Bvlgaricore partnerChannel Partner/ Reseller/ DistributorAuthorized Bvlgari retailer featuring Serpenti, Octo, Lvcea, and Divas' Dream collections.
• Grand Seikocore partnerChannel Partner/ Reseller/ DistributorAuthorized Grand Seiko retailer offering Japanese precision timepieces from the Evolution 9, Elegance, and Sports lines.
• Montblanccore partnerChannel Partner/ Reseller/ DistributorAuthorized Montblanc retailer offering watches, pens, leather goods, and accessories including the Star Legacy and 1858 collections.
• Zenithcore partnerChannel Partner/ Reseller/ DistributorAuthorized Zenith retailer featuring Defy, Chronomaster, and Pilot collections from the Swiss manufacture.
• Baume & Merciercore partnerChannel Partner/ Reseller/ DistributorAuthorized Baume & Mercier retailer offering Clifton, Riviera, Classima, and Hampton collections.
• Radoplanned partnerChannel Partner/ Reseller/ DistributorPlanned Rado boutique opening in Ahmedabad scheduled for March 2026 as part of brand-specific boutique expansion.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Ethos Watch Boutiques: India's largest multi-brand luxury watch retailer (now part of Titan Company), offering authorized retail across 50+ premium brands including Cartier, Omega, IWC, Rolex and others through physical boutiques and e-commerce — the most direct competitive comparable to Art of Time in the Indian market.
• Kapoor Watch Company: Long-established Indian multi-brand luxury watch retailer with boutiques across Delhi and other metros, holding authorized dealer status for many of the same maisons (Cartier, Omega, IWC) that Art of Time partners with — direct competitor for authorized allocations and HNI customers.
• Just In Time (JIT Watches): India-based multi-brand luxury watch retailer with a growing boutique and e-commerce footprint, carrying many of the same premium brands (Omega, Rado, Longines, Tissot) as Art of Time, competing for similar first-time luxury and collector segments.

Broad incumbents

• Watches of Switzerland Group: UK-listed global luxury watch and jewelry retailer (Harding+Helmerich, Mayors, Watches of Switzerland banners) operating omnichannel with strong authorized partnerships with the same maisons (Cartier, IWC, Omega, Rolex) — a scaled blueprint for Art of Time's multi-brand authorized retail model.
• The Hour Glass: Asia-Pacific listed luxury watch specialist retailer with 50+ boutiques across the region, holding significant authorized allocations for many of Art of Time's brand partners (Patek Philippe, Rolex, Cartier, IWC) — a regional incumbent whose playbook of concentrated multi-brand stores is directly relevant.
• Bucherer: Europe's largest family-owned luxury watch and jewelry retailer, recently acquired by Rolex, operating global multi-brand boutiques — represents the scale and brand-relationship depth that Art of Time aspires to build in India.

Regional players

• Kamal Watch Company: Indian multi-brand watch retailer with a strong presence in western India, carrying luxury and premium brands across physical retail — a regional Indian competitor overlapping with Art of Time's Mumbai/Maharashtra footprint.
• Mayors (Watches of Switzerland Group): US Southeast luxury watch and jewelry retailer under the Watches of Switzerland Group umbrella — comparable as a mid-sized authorized luxury watch retailer with experiential retail events and HNI clienteling that mirrors Art of Time's CIRCA playbook.

Emerging players

• Helvetas (Switzerland) / Chronext: European online-first luxury watch retailer specializing in new and pre-owned authenticated timepieces — comparable to Art of Time's e-commerce scaling ambition (target 30% online share) and useful benchmark for digital luxury watch unit economics.

Others

• CaratLane: India's leading online-first jewelry retailer (Titan-owned) and the company founded by Mithun Sacheti, an Art of Time investor — directly relevant as a strategic investor's playbook for omnichannel luxury retail scaling in India, and an adjacent category benchmark for online luxury conversion in India.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/artoftime_india
• Facebookfacebook.com/artoftimeindia
• LinkedInlinkedin.com/company/art-of-time-india

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Art Of Time