Art of Time has unveiled CIRCA, a new retail concept aimed at transforming how premium watches are discovered and purchased in India. The initiative creates an immersive environment for iconic global timepiece brands, emphasizing craftsmanship and personal stories. It targets both new buyers and collectors amid a maturing luxury market.
Art of Time, a prominent player in the Indian luxury watch sector, announced the launch of CIRCA on February 26, 2026, from Mumbai, Maharashtra. This experiential retail concept reimagines the purchase of premium watches by fostering an immersive, story-led setting that highlights fine watchmaking. CIRCA draws its name from the Latin term meaning "around" or "approximately," a nod to horology's use in marking historical moments, positioning time itself as the central theme.
The concept positions watches as symbols of personal identity, encompassing first luxury acquisitions, significant life events, and ongoing collecting pursuits. As India's luxury market evolves, consumers increasingly prioritize emotional connections, accessibility, and experiences alongside traditional heritage and craftsmanship. CIRCA addresses this by building on four pillars: inclusivity, trustworthiness, delight, and refinement, creating a space that guides visitors without barriers.
Central to the experience is Chronica, a proprietary digital platform that personalizes interactions by analyzing preferences, milestones, and styles. It integrates with human expertise to make luxury watch selection intuitive and relevant. Offerings include concierge-led consultations, curated displays, phygital elements, and community events, forming a broader ecosystem where horology meets lifestyle and self-expression.
The first CIRCA store opened in Noida, with a Rado boutique set to debut in Ahmedabad in March 2026. Further expansions are planned for urban markets, premium malls, and high streets. Gaurav Bhatia, Co-Founder and Director of Art of Time, stated: "Most of us remember our first luxury watch and the feeling behind it. With CIRCA, we wanted to recreate that for a new generation of watch buyers. It's not just about collecting watches, but also about assisting people discover this milestone, their personal style, and their own relationship with time."
Bharat Kapoor, the other Co-Founder and Director, added: "Art of Time has always been built on trust and relationships, and CIRCA is a natural extension of that. It's designed to make fine watchmaking feel more approachable, especially for a new generation taking their first step into luxury."