Titan Watches is aiming to become a global luxury watchmaking brand, not just a preferred choice among Indian buyers. Roopa Prabhu explains why craftsmanship, engineering and emotional storytelling, rather than timekeeping alone, will drive the brand’s international growth.
DUBAI: Titan Watches is looking beyond its Indian customer base as it seeks a larger place in the international luxury watch market. Speaking exclusively to The Brew News Managing Editor Shaneer N Siddiqui, Roopa Prabhu, Business Head of International Business, said the ambition is not simply to sell familiar products to Indians living abroad, but to build a brand that appeals across cultures.
“Building a global brand is a considered choice.” Prabhu described design as a defining strength of the four-decade-old watchmaker. With more than 100 designers and growing expertise in mechanical movements, she said the company is bringing artistry, engineering and compelling value together. Its in-house Vetra movement illustrates a wider push into horology, rather than relying on design alone.
Why the Middle East matters
Around 70 to 75 per cent of Titan’s Middle East customers come from the Indian diaspora. Yet we sees opportunity among other residents who encounter the watches in physical stores. The challenge is familiarity: customers need to discover the products, experience their finish and understand the craftsmanship behind them.
Roopa Prabhu
Business Head – International business at Titan Watches
That ambition extends beyond the Gulf. Prabhu recalled meeting American buyers at a New York watch fair who responded to limited-edition pieces, including a lightweight carbon-fibre watch. Their interest, she suggested, demonstrated the value of explaining not just how a watch is made, but what its design represents.
Craftsmanship beyond the familiar
Prabhu pointed to Edge, known for an ultra-thin 1.15 mm movement, as evidence of technical expertise. Raga addresses customers seeking expressive, feminine designs, while the gold-focused Nebula collection draws on Indian artistic traditions and collectors’ interest in mechanical watchmaking.
The limited-edition Jalsa tourbillon, she said, costs around US$40,000 and can take six months to complete, reflecting the effort invested in its intricate details. However, she acknowledged that building the resale recognition associated with established Swiss luxury houses takes generations.
Can analogue watches hold their own?
Despite the popularity of connected devices, Prabhu believes traditional watches serve a different purpose. Smartwatches offer practical functions, particularly for health and lifestyle tracking, while analogue pieces reflect identity, achievement and personal taste. “A functional product cannot replace a desire.”
She also identified after-sales service as essential to international growth. Titan Watches intends to strengthen direct customer support while continuing to work with its regional retail partner, Rivoli.
Impact to expect
If Titan Watches can turn curiosity into confidence, its premium push could widen consumer choice in the UAE and challenge assumptions about where high-end watchmaking originates. Prabhu’s message is that India should be recognised not only as a major watch market, but also as a source of globally relevant craftsmanship.
