Titan Company ’s watches division is aggressively steering its focus toward the premium and luxury segments—a strategic move driven by rising income levels and growing consumer appetite for exclusive, high-value products in India.

Kuruvilla Markose, CEO of Titan’s Watches and Wearables division, said this premiumization journey is a direct response to the changing Indian consumer. “The premiumization journey itself is in response to how the country is changing. With rising incomes, people are looking for products that are special and have stories,” he noted.

The company is segmenting the market into distinct tiers of luxury to capture a wider range of high-end consumers. The watches division is witnessing explosive growth in the upper segments, with volumes for watches priced above ₹25,

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