India’s largest luxury watch retailer, Ethos Limited, has opened its 100th boutique in Indore, marking a significant milestone in the company’s two-decade expansion across the country.
The new store carries an extensive range of international watch brands across luxury, premium, and sports categories, bringing the total Ethos network to 100 boutiques spread across 32 cities.
Founded in 2003, Ethos has grown from a single outlet to a pan-India retail chain stocking over 75 premium and luxury watch brands. The company is publicly listed on both the BSE and the National Stock Exchange.
Among the highlights of its growth is City of Time in Gurugram, a 22,000 sq. ft. luxury watch destination described as the first of its kind in India, featuring a dedicated watchmaking zone, a cigar and private viewing lounge, and an in-house bar.
Pranav Saboo, Managing Director & Chief Executive Officer, Ethos Limited said, “Reaching 100 boutiques is a moment of immense pride for everyone at Ethos — our teams, our brand partners, and above all, our loyal customers who have been part of this journey. Each boutique we have opened is a testament to the trust that watch enthusiasts across India have placed in us. This milestone is not just a number; it is a reflection of a family that has grown together; bound by a shared love for horology and a relentless pursuit of excellence. As we celebrate this landmark, we remain deeply committed to bringing the very best of global watchmaking closer to our customers, wherever they are.”
Highlighting the journey behind this landmark, Yashovardhan Saboo, Chairman, Ethos Limited, stated, “Reaching 100 boutiques is a wonderful feeling and an absolutely amazing achievement for the entire Ethos team. What began with a passion for watches and the belief that India was ready for luxury Swiss watches sold in an international and professional way has today become a defining journey for the brand. Over the years, Ethos has always believed in anticipating the future of luxury retail, whether it was opening stores in malls, domestic airports, larger format boutiques or embracing independent brands much before time. More than the number itself, this milestone represents the incredible efforts, dedication and trust of everyone who has been part of the journey. At the core of Ethos’ success has been a constant vision backed by strong values, especially respect for our brand partners, customers and above all, our team. As Ethos enters its next chapter, I hope the journey ahead continues to be just as exciting and inspiring.”
Ethos today operates 100 boutiques spread across 32 cities pan India. The company also retails jewellery through a partnership with French brand Messika and is the exclusive Indian retailer for German luxury luggage maker RIMOWA.
