Today, the Indian watch market is shaped by consumers who see watches as more than functional accessories. As fashion, personal expression and digital commerce become stronger influences on purchase decisions, brands are looking to build relevance with younger audiences through celebrity partnerships, product variety and sharper media targeting. Against this backdrop, Guess Watches has appointed actor Tamannaah Bhatia as their brand ambassador in India. The partnership is aimed at strengthening the fashion credentials of the brand while adding greater cultural relevance to a global name among Indian consumers.
For Timex, which manages Guess Watches in the Indian market, the opportunity extends beyond a celebrity association. Guess is already the second-largest brand in Timex’s portfolio and the second-largest fashion watch brand in the country, according to Deepak Chhabra, Managing Director, Timex India. With Guess expanding into categories including apparel, footwear, handbags and fragrances in India, the watches business expects to benefit from the wider momentum around the brand.
In an interaction with IMPACT, Chhabra discusses why Bhatia was chosen, how Guess is approaching Gen Z and younger millennials, the growing role of digital commerce, the brand’s product strategy and how its media approach differs from Timex.
Q] Why Tamannaah Bhatia (why now)? And what does this partnership mean for Guess Watches’ ambitions in India?
Guess is known for fashion, and India is seeing a strong surge in fashion watch consumption. Premiumisation is also pushing consumers towards higher price points, while watches have become fashion statements rather than devices for keeping time. We want to push Guess further. We are already the second-largest fashion watch brand in the country, but believe there is significant scope to grow. We decided to bring in the credibility of a celebrity who genuinely lives fashion, and Bhatia was a natural fit.
She is bold, glamorous and confident, qualities that reflect the Guess brand. The larger objective is to strengthen the brand’s cultural relevance. Guess is a global brand that has been around for about 40 years, while Guess Watches started in 1984, around three years after Guess apparel. The brand has strong consideration and relevance globally and in India, but we feel we can build a stronger cultural connect. Bhatia is probably the right person to help us do that.
Q] How has Guess evolved its approach to targeting Gen Z and younger millennials, and what consumer insight drives the strategy?
India is one of the youngest countries in the world, so brands have to remain relevant to Gen Z and the wider youth audience. Watches are no longer just about timekeeping; they have become part of fashion. The way consumers discover and shop for watches is also changing, with digital commerce becoming significant compared with brick-and-mortar retail. These factors are changing our approach to the market. Our larger investments in consumer communication and marketing now happen digitally, with a strong social-led approach. We also need to be present where consumers shop, across fashion portals, our own portal and Just Watches. The objective is to remain relevant to changing demographics and bring younger consumers into the brand.
Q] Which regions are currently the strongest for Guess Watches in India?
The North is our biggest region. Consumers are experimental, they tend to respond quickly to new trends in fashion. The West follows. The South is conservative. Consumers adopt new trends and brands over a period of time, and that reflects in our regional performance. However, we expect the region to receive a special push after our partnership with the actor. East is picking up but it remains smaller for most brands, partly because of its population.
Q] What does product innovation look like when watches become fashion accessories? How do you encourage consumers to own multiple watches?
When a category becomes fashion-led, many things change. One is the need for frequent product launches, or what we call drops. Traditionally, the industry worked around two seasons. Now watches are moving towards four seasons, which means there is newness roughly every three months. It is not fast fashion, but it is increasingly following fashion cycles. When people wear watches to express themselves or accessorise an outfit, variety becomes important. We are seeing shaped cases rather than only round watches, as well as more colours. The watch I am wearing, for instance, is green. Different colours can complement different outfits.
Watches are also becoming more like jewellery. We have attachments that can be worn with bracelets, and we have launched a ring watch. We have also launched a pendant watch, which Bhatia is wearing as part of the campaign. It can be worn with a necklace or as a ring.
Q] With competition from brands such as Casio, Titan and Fossil, how does Guess differentiate itself?
We have a separate team for Guess in every department. We do not club all our brands together because each has its own individuality and requires a different approach to channels, communication and product. In our own stores, a significant amount of space is given to Guess. Its distribution is also focused on more premium outlets than where we sell Timex. Digitally, we have a strong presence across platforms such as Myntra, Tata Cliq and Flipkart. Since Guess is a fashion brand, it also needs an elevated display at the point of sale.
Communication is another major differentiator. An endorsement for Timex and one for Guess would naturally be very different because their brand DNA is different.
Q] Does your media mix also differ between Guess and Timex?
Absolutely. The targeting is very different. Timex is relevant to a broader consumer base. While it is also moving into the fashion space, there are still consumers who wear it primarily for timekeeping. Guess is much more fashion-oriented. Our communication therefore focuses on how the watch adds to a person’s personality, confidence and attire. Youth forms a larger part of our target audience for Guess because it is a young, bold and glamorous brand. The media strategy reflects this. Guess is largely digital, while Timex uses a combination of digital and traditional media.
Q] Which channels are you prioritising for Guess?
We are primarily focusing on targeted digital channels and influencers. With Bhatia now being our celebrity endorser, the broader storyline will revolve around her. Digital points of sale will also be important, particularly where we sell and present the brand. We will continue to participate in events and sponsor fashion events. We do not expect to heavily invest in traditional media because the spillover can be quite high. We would rather have a targeted audience and invest in consumers who are relevant to the brand today or are likely to become relevant in the near future.
Q] How much are you spending on advertising, and how has that changed with the business?
We generally spend around 8 to 9 per cent. of our revenue on advertising and marketing. The amount keeps increasing in rupee terms, while the percentage remains broadly similar. We have been growing at around 40 per cent. over the last three to four years and have tripled our business over the last four years. That growth generates more marketing funds at the same percentage. So, the absolute amount increases each year, while we maintain the ratio at around 8 to 8.5 per cent.’
Q] What is the larger bet for Guess following the Bhatia partnership?
Guess itself represents a huge opportunity. It is a globally renowned brand, not just in watches. Guess has launched several other categories in India over the last three years, including apparel, footwear, handbags and fragrances. The overall brand is seeing strong traction, and we expect the watches category to benefit from that. Together, the strength of the wider Guess brand, our focus on category ownership, the celebrity endorsement and exciting products will drive growth. We have also recently launched mechanical automatic watches under Guess. I believe Guess is one of the brands that will grow faster than the company’s overall growth.
