In the ever evolving theatre of luxury retail where experience increasingly rivals product in importance, India’s watch industry continues to script new narratives of ambition and scale. One such chapter unfolded recently as Just In Time, among the country’s largest watch retail networks, announced the appointment of Bollywood star Ayushmann Khurrana as its brand ambassador while simultaneously unveiling its grand flagship boutique in Connaught Place, New Delhi. The dual announcement, made at an exclusive launch event, signals a strategic step forward for the brand as it strengthens its presence in North India and deepens its connection with a new generation of watch enthusiasts.
The new boutique represents a significant milestone in the retailer’s national expansion journey. Spanning more than 3,000 square feet across two levels, the store ranks among the brand’s largest formats and has been conceived as an immersive destination for watch discovery. Designed with a contemporary layout and thoughtfully curated brand zones, the space allows visitors to explore an extensive range of timepieces within an environment that mirrors the sophistication of modern watch retail.
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The launch ceremony itself reflected the scale of the occasion. Bollywood actor Ayushmann Khurrana formally inaugurated the boutique alongside Raju Chheda, Founder and Managing Director, Just In Time, and Ronak Shah, the company’s Chief Executive Officer. The evening drew leading members of the media, influencers and industry partners, all gathered to witness what the brand describes as the beginning of a new chapter in its growth story.
In a press statement, Raju Chheda, Founder and Managing Director, Just In Time said, “We are proud to welcome Ayushmann Khurrana to the JUST IN TIME family. He represents credibility, individuality and a modern Indian voice that resonates with audiences across the country. As we continue expanding into key markets like Delhi, this partnership reflects our commitment to building a brand that customers trust for quality timepieces and authentic service.”
Khurrana’s association with the retailer adds a cultural dimension to the brand’s evolving identity. Known for his versatile performances and distinctive sense of style, the actor embodies a blend of individuality and modern sophistication that resonates with the contemporary Indian consumer. His appointment as brand ambassador therefore reflects Just In Time’s intention to connect with audiences who view watches not merely as instruments of timekeeping but as expressions of personal identity.
In a similar press statement, Ayushmann Khurrana said, “Watches are deeply personal. They reflect time, identity and moments that matter. Just In Time has built a reputation for trust and authenticity, and I’m excited to be part of a brand that continues to shape how people discover and experience watches in India.”
At the same time the Connaught Place flagship underscores the retailer’s commitment to transforming the watch buying experience. Rather than functioning solely as a transactional space, the boutique has been envisioned as a destination where enthusiasts can discover horology through design, storytelling and curated retail. Together, the partnership with Ayushmann Khurrana and the launch of this landmark boutique illustrate how Just In Time continues to redefine the contours of watch retail in India, blending celebrity influence with experiential luxury in one of the country’s most iconic shopping districts.
