Shoppers Stop has added two Swiss watchmakers, Milus and Aerowatch, to its growing portfolio of premium watch brands, as part of the company’s ongoing premiumisation strategy.
Milus will be sold exclusively through Shoppers Stop in India, while Aerowatch enters the Indian market through a strategic partnership with the retailer. Aerowatch’s rollout is planned across key metropolitan markets, with both brands currently available online and at select Shoppers Stop stores.
The move builds on Shoppers Stop’s existing lineup of premium global watch brands, which includes Baume & Mercier, Tissot, Victorinox and Roamer. The company said the addition of Milus and Aerowatch is aimed at meeting rising demand among Indian consumers for products rooted in heritage, craftsmanship and individuality, with watches increasingly seen as an expression of personal style.
Commenting on the launch, Kavindra Mishra, Customer Care Associate, MD & CEO, Shoppers Stop, said, “At Shoppers Stop, we are focused on curating a portfolio of premium brands that resonate with the evolving aspirations of Indian consumers. We are witnessing a growing appreciation for brands that combine heritage, craftsmanship, and distinctive design. The introduction of Milus and Aerowatch strengthens our portfolio of premium global watch brands and provides customers access to acclaimed Swiss watchmakers with unique identities and rich legacies.”
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Milus, founded in 1919 in Bienne, Switzerland, brings over a century of Swiss watchmaking heritage to India. The brand is known for combining traditional horology with a contemporary approach to design, with collections including the Snow Star, Archimèdes, LAB Series and TriRetrograde. Milus is exclusively available with Shoppers Stop in India, with its collection available at select stores and online.
Aerowatch, meanwhile, brings its Swiss heritage and craftsmanship to the Indian market through its partnership with Shoppers Stop. The brand’s India expansion marks an important step in introducing its timepieces to a growing base of Indian consumers who appreciate Swiss precision, craftsmanship and horological heritage.
