People & Watches

Talking Shop: Born from the vision of two watch aficionados, Art of Time has come a long way in the watch retail experience in India

Starting with the first ‘shop-in-shop’ concept in the country in 2015, Art of Time recently partnered with international multi-brand watch retailer TimeVallée, marking a significant expansion in the Indian market.
It was earlier this year that the Swiss luxury multi-brand watch boutique chain TimeVallée opened its first brick-and-mortar stores in the country in partnership with Indian luxury watch retailer Art of Time. The first boutique opened in Mumbai, a sprawling luxury space, followed by a second in Bangalore, with Chennai to open soon. TimeVallée, part of the Richemont Group,  only operates with partners internationally and Art of Time has associated with the Swiss watch retailer for quite some time now, so it was natural for the two to partner for TimeVallée’s first boutiques in India. The partnership, in turn, resulted in more brands being added to Art of Time’s portfolio and paved the way for further expansion in the country.

TimeVallée by Art of Time boutique in Bandra, Mumbai

Art of Time is a relatively young watch retailer, having debuted on the Indian luxury watch scene  on July 29, 2015, with a 2000 sq ft flagship boutique in Bandra, Mumbai. Co-founded by entrepreneurs Gaurav Bhatia and Bharat Kapoor, at the time of its launch Art of Time was the largest boutique in the country featuring a 'shop-in-shop' concept, retailing Richemont brands like Cartier, IWC Schaffhausen, Panerai, Jaeger-LeCoultre, and Montblanc. After three years of success, Art of Time expanded with another boutique at Napean Sea Road in South Mumbai. In 2022, the duo expanded the brand’s presence with Montblanc mono boutiques, one in Pune and two in Chennai. Last year, they opened a mono boutique each for IWC Schaffhausen and Jaeger-LeCoultre in Mumbai. Between all its boutiques, there are 14 watch brands being retailed by Art of Time, including Breguet, Blancpain, Omega, Breitling, Roger Dubuis, Piaget, Bvlgari, Baume & Mercier, and Zenith, with the last three introduced through TimeVallée.

The merger with TimeVallée added Bvlgari, Baume & Mercier, and Zenith to the brands list of Art of Time

“Our goal was to ensure that everyone in India gets exposure to these world-class international brands and gets an experience that's on par with global standards,” says Bhatia. “With our expanding footprint, we'd like to reach more and more watch lovers in India.”

A glimpse inside the newly inaugurated TimeVallée by Art of Time boutique in Mumbai

To that effect, Art of Time offers additional in-store services such as gifting consultation and personalisation, and  after-sales service is available exclusively at TimeVallée by Art of Time stores. Through the Art of Time website, customers can buy watches and chat with their team of experts over WhatsApp, book an in-person or video appointment with them, and opt for their home-shopping service which is currently available in Mumbai only. Furthermore, they are ready to implement a loyalty program to reward their customers.

TimeVallée by Art of Time boutique in Bangalore

The founders
Bhatia and Kapoor have known each other since school and shared both an entrepreneurial spirit and an interest in horology, which eventually led to them establishing Art of Time. “We love timekeeping and everything that goes into making watches. To us, timepieces are more than just instruments to keep time; they are a combination of knowledge, movements, complications, design, jewellery, and, most importantly, art. The world of horology keeps us amazed and captivated,” says Bhatia, who serves as the Executive Director & Chief Executive Officer at Art Of Time (Aetas Retail Private Limited). Born and raised in Mumbai, and Bhatia holds a Bachelor of Commerce degree from the University of Mumbai, and brings with him a diverse experience spanning logistics, F&B, manufacturing, and luxury retail. 

Gaurav Bhatia

Kapoor, who serves as the Executive Director of the Board and Chief Operating Officer, has a background in the luxury automobile industry. Both founders are avid watch collectors - Bhatia recently added an India-edition Cartier Tank Americaine that commemorates India’s 50th anniversary of independence, to his collection. “I’m passionate about watches because they bring me joy, fascination, and a sense of belonging. It’s also in my nature to learn more about them, attend watchmaking workshops, visit brand manufacturers, and appreciate the aesthetics and functionality of different designs,” he says.

Bharat Kapoor

“As I look back on our milestones, one of the most significant ones was the opening of the first Jaeger-LeCoultre boutique in Mumbai and the first IWC Schaffhausen boutique in India,” says Bhatia reflecting on their journey. “We are also honoured to be chosen by Montblanc as an exclusive external boutique partner for Pune and Chennai. Our recent partnership with TimeVallée is another key milestone.” Bhatia expressed excitement about bringing the world’s leading brands under one roof, stating, “We aim to be the preferred retailer for our clients and a preferred partner for the brands.”

Art of Time flagship store in Bandra before its partnership with TimeVallée

Bhatia and Kapoor aim to elevate luxury retail in India through Art of Time, expanding their presence to many more cities while maintaining a top-notch experience for their customers.

Images: Art of Time


Launched in 2012, WatchTime India is the result of a collaboration between America's most-read watch magazine, WatchTime and, India's leading media house, Malayala Manorama. With an aim to popularise and celebrate the evolving watch culture of the country, the publication is your one-stop destination for everything related to fine luxury watches. From the latest tests to reviews, to exclusive features on the history and horological heritage of some of the most spectacular watch brands of the world, the WatchTime India portal has a lot to offer. Stay tuned for an exciting journey, through the fascinating world of watches!

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