India is emerging as a key destination for many watch brands to open their doors here either in the form of standalone boutiques or with retailers. Joining the list is Atlantic Watches, who has partnered with independent omnichannel retailer Just in Time.
Founded in 1888 by Eduard Kummer in Bettlach, a village near Grenchen, Switzerland, Atlantic initially specialised in manufacturing parts for brands like Longines, Certina, and more. The brand hit a milestone in 1960 with the invention of the “Speed Switch” mechanism, which allowed the date to switch 52 times faster than before. Currently, the brand is known for its affordable Swiss watches that blend heritage and design with modern reliability and precision.
Recently Philipp Rüfli, Head of Sales, Atlantic Watches visited India to launch the brand and also unveiled two watches at the event — a new grey dial Worldmaster Open Heart Limited Edition, which we recently got our hands on.
The watch is from the brand’s flagship line whose focus has been precision and durability since the 1950s. Measuring 42 mm, the stainless steel timepiece catches attention with its sleek and elegant profile and an anthracite dial boasting an open heart at 12, which also features a sextant, the brand’s logo, that represents its nautical and technical heritage.
Further, the minimal and legible dial displays minute markers on the flange and rose gold hour markers and hands. Also, the hands and hour markers at 3,6,9, are coated with lume. Turn the watch over to see the Automatic Sellita SW200-1/OH movement which boasts a power reserve of about 38 hours. The caseback is also engraved with a limited number edition out of 888 pieces.
Making this watch both dressy and casual is the genuine calf leather strap with butterfly clasp bracelet. The watch stands out truly as an affordable luxury and priced at Rs. 1,24,000 (approx.)
The other watch launched at the event is the Atlantic Desert Racer VBA 442 Limited Edition, which is inspired from French motocross and rally rider Adrien Van Beveren, who won three consecutive sand races of Le Touquet and was amongst the top contenders for world’s toughest motor race, Dakar Rally, in 2024 and 2025. We spoke with Rüfli about the brand’s strategy for the Indian market, its philosophy, and what sets it apart…..
WatchTime India: Atlantic has a legacy of over a century. In your words, what is the DNA of the brand?
Philipp Rüfli: Our DNA is very clear. Atlantic stands for affordable luxury. The price-to-value ratio is extremely important to us. Our watches offer excellent quality at a very competitive price. Design is another strong pillar. We have a clear design language, often inspired by our past. Sometimes we use the retro logo, sometimes the modern one, depending on the design. That balance between heritage and modernity defines our brand. Atlantic does not invest heavily in global marketing campaigns. Instead, we invest directly in local markets together with our partners — in marketing, sales, distribution, and strategy. That partnership-driven approach is very much part of our philosophy.
WTI: There are many Swiss watch brands in the market today. What differentiates the Atlantic Watches?
PR: Affordability is key. For example, all our watches use sapphire crystal, even at price points where competitors often use mineral glass. Another differentiator is our local presence. We are on the ground, talking to people, listening to partners, and reacting quickly to market trends. We may not be trendsetters like some brands, but we listen closely to the market. If customers or retailers suggest something — like a green dial for a particular model — we take that feedback seriously and consider it for future collections, always staying true to Atlantic’s DNA.
WTI: Atlantic has a wide catalogue. How do you decide between classic designs and contemporary trends?
PR: We have an in-house designer who deeply understands the brand’s DNA. When we travel and meet retailers, we also observe trends and take inspiration from the market. A lot of our designs are inspired by our history. We have a large archive and even a museum at our headquarters in Biel, Switzerland, one of the hubs of watchmaking alongside Geneva. When designing new watches, the first question is always: Did we already have something similar in the past? Can we reinterpret it for today? That heritage is a major source of inspiration.
WTI: Are there any specific complications or design directions Atlantic will focus on next?
PR: In April or May, we will launch a new watch that will be quite outstanding and innovative. It’s something we believe will generate a lot of discussion, and we’re very excited to see the reaction….
WTI: What about your in-house movements...
PR: Yes, we currently have three in-house movements that were completely designed by Atlantic. We will launch our fourth in-house movement in spring, around April or May. We will be present at Time to Watches in Geneva. This will be our first time participating there.
WTI: What movements are typically used in Atlantic watches?
PR: Besides our in-house movements, we work with Ronda for quartz, ETA, and mainly Sellita for automatic movements. We also have a few limited editions using ETA 7750 and 7751 movements.
WTI: What kind of response are you receiving from India so far?
PR: So far, the response has been very good. People really appreciate the price-to-value ratio. We always describe Atlantic as affordable luxury, and this resonates well in India. Customers see the quality and feel excited about the product. People see that we are genuinely interested in developing the Indian market, which is why we have already visited for the second time within six months.
WTI: India is a rapidly growing watch market. What makes India strategically important for Atlantic Watches?
PR: There are several reasons. First, India has a massive population and a strong cultural appreciation for watches. Even if only a certain percentage can afford Swiss-made watches, that number is still extremely large, much larger than many European markets combined. Second, India’s economy is improving steadily, which is very positive for us. There is also a trade-free agreement between Switzerland and India, which should benefit both countries and make business easier.
WTI: As Head of Sales, what has been your biggest learning while expanding Atlantic globally?
PR: Failures teach you the most. We once tried to enter the Chinese market through an online-focused business model with a marketing agency, and it didn’t work. The biggest learning from that experience was the importance of having a strong local partner. Brand building cannot be done alone. It requires commitment from both the brand and the distributor. Growth only happens when both sides invest together and work as true partners.
WTI: Which Atlantic watch are you wearing today?
PR: I’m wearing the Atlantic Worldmaster B-Complex. It has a very vintage look with the retro logo. It’s an automatic chronograph, sporty yet elegant, and for me, it’s the perfect everyday watch with an excellent price-to-value ratio.
Images: Courtesy brands
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