In just ten years, Art of Time has altered India’s connection with fine watchmaking. Founded in 2015 by avid collectors Gaurav Bhatia and Bharat Kapoor, the indigenous luxury shop has revolutionised what it means to buy, own, and appreciate timepieces, creating locations where every customer feels noticed, inspired, and connected. From its first boutique in Mumbai to over 15 exclusive points of sale in Mumbai, Pune, Bengaluru, and Chennai, Art of Time has collaborated with the world’s greatest maisons, including Baume & Mercier, Blancpain, Breguet, Breitling, Bvlgari, Cartier, IWC Schaffhausen, Jaeger-LeCoultre, Montblanc, Omega, Panerai, Piaget, Roger Dubuis, and Zenith. Outlook Luxe had a candid conversation with Gaurav Bhatia & Bharat Kapoor, Co-founders & Directors, Art of Time on this milestone

Can you tell us how Art of Time was founded and what inspired you to start this journey?

GB: It started with a shared obsession. We were collectors before we were retailers; comparing movements, obsessing over dials, tracking auctions. Eventually, we realised there wasn’t a single space in India that offered the kind of experience we saw globally.

BK: So we thought, why not build it ourselves? A place that spoke the language of serious collectors but was also welcoming to someone buying their very first watch.

What was the vision behind Art of Time when it first began 10 years ago?

BK: We wanted to create a destination. Not just a store, but a space where people could discover, connect, and celebrate watches. The goal was to bring a truly global experience to Indian collectors and to build a community. It wasn’t about creating a transactional retail environment, it was about creating a home for watch lovers.

How has the brand evolved since its inception?

GB: What started as a passion project with one flagship in Mumbai is now a network of 14 doors across five cities in the country. But more than the footprint, it’s our approach that’s evolved, we’ve grown from a retailer into a cultural hub for horology with a team that’s as passionate about watches as we are.

How has the Indian luxury watch market changed since you first started?

BK: Massively. When we started, people waited to shop abroad. Today, they walk in informed, sometimes more than the average global buyer. Social media, rising incomes, and changing attitudes toward luxury have created a serious, thriving collector base here.

Looking back, what are the key milestones that have defined Art of Time’s success story?

GB: Our partnership with TimeVallée was a big one. It pushed us to think bigger and create a more immersive boutique experience. But honestly, every store opening, every loyal customer, it all counts.

Over the last decade, what have been some of the most memorable moments for you and your team?

BK: For me, it’s the quiet magic, the collective breath before a soft opening, the hush just before the first guest walks in, the look on a client’s face when they find the watch, the team’s spontaneous cheers when we hit a milestone. Those are the moments that stay with you.

GB: What stands out for me is watching our team evolve into passionate, knowledgeable ambassadors of horology; growth that’s real, earned, and deeply fulfilling.

How has Art of Time contributed to shaping the luxury watch retail landscape in India?

GB: We shifted the narrative. From transactional to experiential. We introduced storytelling, experiential events, watchmaking workshops, things that make luxury feel personal, not intimidating.

What makes Art of Time unique compared to other watch retailers in India?

BK: What sets us apart is how deeply we care about the details. It’s not just about curating the right timepieces, but about creating a sense of hospitality, whether that means knowing a client’s style or how they take their coffee. For us, watch retail isn’t just a transaction; it’s a personal experience.

How has your relationship with customers evolved over the past 10 years?

GB: It’s grown from buyer-seller to something much deeper. Some clients have become dear friends. We’ve seen them mark milestones, introduce their kids to the world of watches, it’s personal and beautiful.

BK: It’s deepened, naturally. Some of our clients have become part of the family. It’s not uncommon for someone to walk in just to chat about a new release over coffee, even if they’re not buying. That’s when you know you’ve built something real.

Can you share a story or moment where you felt Art of Time truly made an impact on a customer’s life?

BK: A client once bought a watch for his dad that matched one he had lost decades ago. When he gifted it, the emotion in the room was palpable. That moment!! that’s why we do this.

Luxury is evolving. How do you balance heritage with modern tastes?

GB: You honour tradition, but you don’t get stuck in it.

BK: Exactly. Today’s collectors want stories, but also innovation, different materials, design, sustainability. We try to straddle both worlds with every brand we carry.

How have customer preferences evolved over the past decade?

BK: Ten years ago, people bought brands. Now, they buy stories. Rarity, craftsmanship, cultural resonance, it all matters more than just a name on the dial. It’s exciting.

What sets Art of Time apart in terms of customer service and retail experience?

GB: It’s all in the details; how we greet you, how we remember what you liked last time, your milestones, your moments. Even how we wrap the watch matters. From pre-purchase research to post-sale service, we’re in it for the long haul.

BK: Our staff isn’t just trained, they’re immersed in the world of watches. That passion is contagious.

How has AI influenced your business?

BK: It’s helping in the background – forecasting, inventory planning, personalised communication. But luxury retail is still a human game. AI supports, it doesn’t replace.

What role did Art of Time play in shaping the vision for the Excalibur Monobalancier Lord Ganesha Edition and The Velvet Automatic?

BK: It’s a proud feeling, having a Swiss maison like Roger Dubuis create not one but two special edition timepieces in celebration of us, a retailer. That’s unheard of. It speaks volumes about the kind of relationship and mutual respect we’ve built over the years and the brand’s recognition of India as a market with both cultural depth and collector sophistication.

GB: The vision for the pieces came from a shared desire to fuse Indian cultural storytelling with cutting-edge watchmaking. We collaborated closely with the team at Roger Dubuis to bring that narrative to life. The result is all Roger Dubuis in terms of design audacity and craftsmanship but the spirit is undeniably Art of Time.

Do you see this as the beginning of more India-inspired timepieces from Roger Dubuis?

GB: Absolutely. The response has been incredible. It proves that India can be more than a market, we can be a muse.

If you had to describe Art of Time’s journey in one word, what would it be?

BK: Relationships

GB: Growth

As you celebrate a decade of excellence, what is next for Art of Time?

GB: Growth, of course, but the meaningful kind. We want to go deeper, not just wider. Smarter stores, stronger partnerships, better data, and always more soul.

And while we continue to build on our foundation, we’re also launching something new – CIRCA. It’s our answer to the next generation of watch lovers. A bridge-to-luxury concept designed for the curious, the style-forward, the ones just starting their journey into fine timepieces. It’s fresh, inclusive, and distinctly Art of Time at its core. We’re not just adding a new chapter, we’re opening up a whole new book !

Are there any upcoming projects, collaborations, or expansions we can look forward to? Bharat: Absolutely. We just opened TimeVallée by Art Of Time in Chennai last week, Hyderabad is coming up next, and Circa, as Gaurav mentioned, is our big leap into the next-gen space. Plus, we’re lining up a few first-ever launches for India in 2025. Can’t spill everything just yet, but it’s going to be a milestone year.

What are your plans for the next 10 years?

GB: While growth and expansion are on the cards, the real goal is to stay curious. Keep learning, keep listening, and keep pushing the envelope, creatively, experientially, and digitally.

BK: And never lose the passion that started it all. That’s non-negotiable.