Timex Group India has officially launched its exclusive Aston Martin watch collection. In a conversation with IMPACT, Deepak Chhabra, Managing Director, Timex Group India, shares insights into the genesis of the collaboration, consumer trends, marketing plans, and the evolving dynamics of India’s watch market.
Chhabra explains that the partnership stems from a strategic gap in Timex’s existing portfolio, particularly in the premium “bridge-to-luxury” segment. “We realised there was a missing piece, especially a motorsport-driven brand. And nothing fits that space better than Aston Martin,” he says.
The timing of the collaboration was equally deliberate. India has seen a dramatic rise in motorsport fandom, especially Formula One (F1). According to Chhabra, India’s F1 viewership has nearly doubled in four years from 31 million in 2020 to nearly 60 million in 2024.
“Consumers are following motorsports like never before, and Aston Martin brings the perfect blend of exclusivity, performance, and heritage,” he adds.
The Aston Martin collection is divided into two lines. The youthful, motorsport-inspired Formula One range is priced between Rs 12,000 and Rs 25,000, while the Heritage collection, reflecting classic watchmaking and Aston Martin’s legacy, ranges from Rs 20,000 to Rs 60,000.
The collection will be available across leading fashion e-commerce platforms including Myntra, Tata CLiQ, Nykaa, and AJIO, along with 100 select offline retailers and Timex’s exclusive stores - Timex World and Just Watches.
Each participating store will feature dedicated Aston Martin zones offering immersive brand experiences through curated displays and storytelling.
On the marketing front, Timex is adopting a digitally led approach for the launch. Chhabra reveals that the brand will activate a diverse mix of influencers from lifestyle, fashion, motorsports, and broader sports communities, with an emphasis on relevance over follower count.
“For a brand like Aston Martin, exclusivity must be reflected in our influencer selection as well,” he notes.
AI is also becoming integral to Timex’s operations. The company is already using AI tools for analytics, product design, and campaign optimisation, with plans to deepen its integration across business functions. “Anyone who thinks they can adopt AI later will lose. It’s already part of how we work,” Chhabra says.
Reflecting on 2025, Chhabra highlights key trends such as colourful dials, jewelled straps, and experimentation with case shapes, alongside a notable rise in women’s participation in the watch-buying segment.
Looking ahead, he sees premiumisation continuing to accelerate, Roman numeral dials gaining popularity, and hybrid analogue-smartwatch technology emerging as the next big frontier.
Watch the full video interaction below:
