Jaipur Watch Company Surat store at VR Mall deepens India luxury footprint

The new Jaipur Watch Company Surat store at VR Mall marks another step in the brands move from niche discovery label to a more visible player in Indias luxury watch market. The boutique, located at ground floor shop one and spread over about four hundred fifty square feet, operates in sync with mall hours from morning to late evening, placing the brand in the middle of steady daily footfall.

This is Jaipur Watch Company first outlet in Surat and its second in Gujarat following its presence in Ahmedabad. Together with stores in Mumbai, Delhi and Bengaluru, the new location strengthens the brands presence across western and southern India, where demand for premium watches sits alongside strong jewellery and lifestyle spending.

Why Jaipur Watch Company chose Surat for its next store

Surat is known for its diamond trade and a growing base of affluent and aspirational consumers. Many residents are already familiar with global luxury watch names, yet there is rising curiosity about Indian brands that bring cultural references and bespoke stories to the wrist.

By opening in VR Mall, Jaipur Watch Company positions itself at the intersection of destination shopping, entertainment and everyday outings. The mall environment offers access to

• Destination shoppers who plan luxury and lifestyle purchases

• Local residents visiting multiplexes, cafes and fashion stores

• Younger consumers who discover brands during casual visits

This mix supports both considered buying and chance encounters, which is crucial for a micro luxury label that still needs to build awareness beyond dedicated watch enthusiasts.

What makes the Jaipur Watch Company Surat store different

For Jaipur Watch Company, exclusive boutiques are not just sales points. They are storytelling spaces. The Surat store is designed to allow visitors to engage closely with collections that often draw on Indian coins, motifs and historical references.

Founder and chief executive Gaurav Mehta describes the outlet as an effort to reach discerning customers who appreciate curated craftsmanship and bespoke design. The aim is to create immersive spaces where people can experience the watches as expressions of culture, design and individuality rather than as simple timekeeping tools.

In practice, that can mean

• Display formats that highlight the story behind each collection

• Staff trained to explain design inspiration and customisation options

• A more intimate, gallery like feel compared to large multi brand counters

Part of a wider offline strategy in Indian luxury

The Surat opening sits within a broader offline strategy as premium and luxury shoppers in India increasingly expect experiential environments. Watch and jewellery brands are investing in smaller format boutiques that emphasise service and storytelling over sheer inventory size.

When should a luxury brand move from online or multi brand presence to mono brand stores The shift often makes sense when a label wants tighter control over merchandising, pricing and customer experience, or when it feels ready to express a distinct identity in physical form. Jaipur Watch Company appears to be at that point, using its own stores to define what an Indian origin luxury watch experience should feel like.

What the move signals for Indian luxury and retail

The Jaipur Watch Company Surat store at VR Mall is also a signal for the broader ecosystem. It suggests that Indian brands in categories long dominated by international names now see space to claim their own ground in luxury and premium segments.

By choosing cities like Surat alongside metros such as Mumbai, Delhi and Bengaluru, the brand is acknowledging that high net worth and aspirational consumers are spread well beyond the traditional big city hubs. These customers are open to homegrown alternatives that offer distinctive design language, cultural storytelling and a sense of pride in Indian craftsmanship.

For malls and high street locations, hosting such brands adds differentiated tenants that can draw a premium audience and support a richer mix of experiences.

With the Jaipur Watch Company Surat store at VR Mall, the brand is deepening its brick and mortar network while staying true to its focus on curated craftsmanship and cultural narratives. The boutique offers Surat shoppers a closer look at Indian made luxury watches and underlines a wider shift in Indian retail, where homegrown labels are moving confidently from online and shared counters to dedicated spaces of their own.

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