India’s 20-somethings wind up a luxury watch boom

A new wave of affluent buyers in their twenties and early thirties is driving growth in India’s luxury watch market, forcing global brands to reposition for a more aspirational consumer.The shift comes at a time when rising disposable incomes, a swelling base of high-net-worth individuals and easing import duties under India’s trade pact with the European Union are reshaping the premium timepiece landscape. Lower tariffs on Swiss watches are expected to narrow price gaps, intensify competition and accelerate premiumisation in a market that executives say is expanding rapidly.The luxury watch market is poised for strong expansion, with annual growth estimated at 11-12%, supported by the country's rising affluent base and growing wealth among high-net-worth individuals (HNIs), according to an October 2025 report by SOIC Research.The share of luxury and high-end watch sales has jumped from 48% in FY20 to 70% in FY25, indicating that Indian buyers are gravitating toward more exclusive, higher-value brands.

The report also revealed a sharp rise in the average selling price of luxury watches, which has more than doubled over five years.Seiko Watch Corp. is seeing a marked change in its core consumer base.

The Japanese watchmaker entered India about two decades ago, with older buyers forming the bulk of its clientele. Today, consumers aged 25–35 account for the majority of its premium sales.“We’re seeing the shift clearly in our ticket sizes.

First-time luxury consumers are increasingly buying watches priced between ₹80,000 and ₹3 lakh in their late twenties and early thirties. In some cases, limited-edition models priced above ₹2 lakh are getting pre-sold even before they arrive in stores,” said Niladri Mazumder, president &