Watch That!

Microbrand Bangalore Watch Company is betting big on nostalgia and digital marketing to woo Neo Indians.

- Shikha Talwar

In the world of top-class, stylish fitness trackers — think the new Fitbit Versa–bespoke and bejewelled wrist candies, limited-edition Avenger smartphones and bezel-less handheld devices; Bengaluru-based, husband-wife duo Nirupesh Joshi and Mercy Amalraj claim that they have launched India’s first bridge-to-luxury watch microbrand, Bangalore Watch Company. In 2016, Joshi and Amalraj took a sabbatical from their thriving tech careers and cushy paychecks in Hong Kong to start the microbrand, which produces and distributes limited-edition fine watches. The duo is happy and excited about the great response to their first launch, the Renaissance Automatic, in March. In an interview with BlackBook, Joshi tells us what made them launch their venture in India, where do they see themselves after a few years and who their competitors are.

How did you get into the business of making watches?

Before settling in Bengaluru, we used to live in Hong Kong - the Mecca of the horology community. Here, we spent considerable time in some of the world’s most luxurious watch boutiques: Jaeger-LeCoultre, Patek Philippe, Vacheron Constantin and A. Lange & Söhne with my ex-boss, a watch enthusiast. Consequently, we made friends with the boutique managers and started getting invited to fancy watch events and launches. After attending a couple of these, we started pondering over why fine watchmaking never took off in India as much as fine jewellery making. Brands like Patek Philippe and Vacheron Constantin make watches like Indians make jewellery. Every single element is decorated. This was in 2015. This was also the year we learnt that HMT had officially shut down operations. I remember thinking – it’s done, quality watchmaking is done in India.