Watch retailer Just In Time has opened its 85th boutique in the country at Connaught Place, Delhi. Inaugurated by Ronak Shah, CEO, and Raju Chheda, Founder & Managing Director, Just In Time, the occasion was also marked by the brand welcoming actor Ayushmann Khurrana as its ambassador.
Just in Time is one of the country’s leading retailers with a presence in more than 18 cities, and featuring collections from 50 international luxury and premium brands including Seiko, Citizen, Movado, Tissot, Rado, Longines and more. The latest outpost, spanning over 3,000 sq. ft and two floors, is set to provide a luxury experience to customers with diverse tastes. “Apart from these 50 brands that we already offer, we feel India is fit for another 150 such brands. We are also trying to bring micro brands that have unique and beautiful stories to tell where product and lifestyle is concerned, and we are getting them to India,” says Shah
The retail chain is also looking to add Tier 2 and Tier 3 cities to its roster, with plans to become stronger with omni-channel presence “wherever there is a need and an aspirational Indian who is ready to buy and spend on a product that sort of tells his or her story,” says Shah. “We started watch retailing on online platforms about four years ago. And currently, for online watch retailing in India, we are one of the top 4 partners. Having said that, watches as a product, is appreciated when you feel the weight of the watch, the size of the watch when it fits your wrist. So largely it always remains offline heavy. We feel online and offline both are here to stay, both will complement each other and at the same time grow its base in India because India is becoming more aspirational in its own consumption story,’’ says Shah
The association with Ayushmann Khurrana also points to strengthening of the retailer’s presence and recall. We caught up with Ayushmann Khurrana to know more about his association with Just In Time and his love for watches…
WatchTime India: What excited you most about your association with Just in Time?
Ayushmann Khurrana: The genuineness of the relationship. My association with Just In Time actually began as a customer. I visited the store earlier for a watch-related service and the experience stayed with me. So when the idea of collaborating came up, it felt really organic rather than transactional.
WTI: How does this collaboration align with your personal style and values?
AK: Just in Time represents trust, craftsmanship, and a genuine love for watches, and those values resonate with me because I also produce my work with the same sincerity and attention to detail.
WTI: Do you remember your first watch and a story behind it?
AK: Yes, my first watch was gifted to me by my grandfather, when I became the head boy of my junior school.
It wasn't about the price or the brand. It was about the sentiment behind it. When he gave it to me, it felt like a gesture of trust, like I had reached a certain milestone in life.
WTI: So are you someone who collects watches or you prefer a few timeless pieces?
AK: I would say I lean towards owning a few meaningful pieces rather than collecting too many.
I enjoy watches that I can wear often and build memories with.
WTI: Do watches hold any emotional or nostalgic value for you?
AK: Absolutely, watches often become markers of time in our lives. A watch gifted by a loved one or brought during an important milestone always carries emotional value beyond its craftsmanship.
Images: Courtesy Just In Time
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