Austrian watchmaker enters India with watch-first strategy, aiming to build accessible luxury through long-term, sustainable growth…
With over five decades of heritage, Jacques Lemans stands as one of Austria’s most globally recognised watchmakers, built on a foundation of family ownership, design integrity, and international ambition. Founded in the mid-1970s by Alfred Riedl in Carinthia, the brand was envisioned as an accessible yet design-led alternative in the global watch market. What began as a small, family-run operation has since evolved into a worldwide enterprise present in over 120 countries, with a diverse portfolio spanning watches and jewellery, and a reputation for blending European aesthetics with reliable engineering.
Remaining true to its roots, the company continues to be led by the Riedl family, with the next generation driving its global vision—Alfred Riedl (CEO), Michaela Riedl (Head of Marketing) and Andreas Riedl (CCO) seamlessly combining tradition with innovation to further the brand’s success story. With centralised operations in Austria spanning design, R&D, and distribution, Jacques Lemans has built a strong, vertically integrated model that enables agility while maintaining consistent quality standards.
Building on this global foundation, the brand is now preparing for a strategic entry into India through Jacques Lemans India Pvt. Ltd., set to commence operations in July 2026. Positioned as a priority market, India will see the rollout of a robust, multi-channel distribution network across e-commerce platforms, watch distributors, organised retail chains, and institutional channels. Beyond domestic expansion, the India entity is also envisioned as a regional hub for IMEA and Southeast Asia, reinforcing its role as a key growth engine in the brand’s next phase of global expansion.
“India represents a pivotal chapter in our global journey—where scale, aspiration, and long-term opportunity converge,” said Ashutosh Vaidya, Vice President, IMEA & SEA, Jacques Lemans, underscoring its commitment to building a strong and future-ready presence in the market.
Global Strength: Celebrity Power & Brand Associations
Jacques Lemans has built a strong global identity by aligning with influential personalities and high-impact platforms across entertainment and sports. The brand’s association with global icons such as Kevin Costner, Clint Eastwood, and Tobias Moretti has significantly enhanced its aspirational appeal and visibility across international markets.
Beyond celebrity endorsements, Jacques Lemans has cultivated a deep-rooted presence in global sporting ecosystems. As a former official watch licensee for Formula One and through its long-standing association with the UEFA Champions League, the brand has reinforced its performance-led positioning. Its continued engagement with Olympic athletes like Anna Gasser and Darja Varfolomeev further underscores its commitment to excellence and precision.
Tapping the Evolving Indian Consumer
As Vaidya noted, “The Indian consumer landscape is clearly shifting toward premiumisation, driven by a new mindset — ‘I define my luxury.’ Today’s consumers, particularly the digital-native generation, are value-conscious and no longer rely solely on brand legacy. Instead, they seek rational luxury products that deliver strong design, quality, and credibility at the right price.”
Jacques Lemans is well positioned to respond to this shift, offering European design, robust product engineering, and tangible value that aligns with the evolving expectations of modern consumers. The focus will be on building a robust, multi-channel distribution network across the country, covering:
- E-commerce platforms.
- Watch distributors.
- Retailers and large-format chain stores.
- CSD and institutional channels.
Price–Value Positioning
Positioned within the €200–€500 segment, Jacques Lemans stands out as a strong player delivering a compelling price–quality equation. The brand operates in the bridge-to-luxury space, strategically placed between fashion watches and entry-level Swiss brands, making it a natural upgrade for aspirational consumers seeking credibility without excessive pricing. The proposition is further strengthened by:
- Best-in-class marketing support.
- First-class after-sales service.
- ~99% product availability, ensuring consistency and reliability for retail partners.
“In the Indian market, this positioning aligns well with the growing demand for ‘accessible luxury,’ where consumers are increasingly seeking refined design, trusted quality, and tangible value in their purchase decisions,” noted Vaidya.
India Growth Blueprint
While the India entity will support business across IMEA and SEA, India remains the core focus market for Jacques Lemans. The company is also evaluating the development of India as a Global Capability Center, supporting operations across regions, including Europe. Additionally, Jacques Lemans is exploring local sourcing opportunities, with structured engagement planned with Indian vendors over time.
The India strategy is built around multiple key pillars:
Product Portfolio: Introduction of approximately 800 SKUs across categories such as Hybromatic (patented), Eco Power Solar, high-tech ceramic, sports, classic, and elegance collections.
Retail & Chain Partnerships: Ongoing discussions and partnerships with leading watch and lifestyle retail chains to strengthen offline presence.
Distributor Network: Building a strong, region-wise distributor ecosystem to ensure depth, scalability, and market reach.
E-commerce: Establishing a presence across all leading online platforms to complement and amplify offline distribution.
Partner-Led Growth Model (ESOP Participation): Jacques Lemans is adopting a progressive, partner-led growth approach by aligning long-term interests across its ecosystem. In addition to offering ESOP participation to employees, the company is evaluating extending similar value-linked participation to key distribution partners. This model aims to foster deeper alignment and long-term commitment, enable partners to participate in the brand’s growth journey, and build an ownership-driven, high-performance distribution network.
Expansion Plans: City Strategy & Market Penetration
The brand is set to debut its first exclusive mono-brand stores in Q3 2026, with a broader rollout planned through 2027. Growth will be driven through a balanced mix of strong distribution, mono-brand retail presence, and targeted marketing initiatives to build both awareness and conversion.
To support market penetration, the strategy will combine hyperlocal influencer collaborations with larger brand-led campaigns, ensuring both relevance and scale across key markets.
“Advanced discussions are underway for a celebrity endorsement, with a major announcement expected in Q4 2026. Our approach remains long-term and strategic, focused on sustainable growth rather than short-term scale. Expansion will follow a multi-layered strategy across metro, Tier 1 and 2 markets, while continuing to prioritise brand prestige, customer loyalty, and long-term equity creation,” highlighted Vaidya.
The Road Ahead
As Jacques Lemans charts its India journey, the roadmap reflects a measured and long-term approach to category building. While the immediate focus remains on establishing a strong foothold in watches, the brand plans to introduce its jewellery line in a phased manner—beginning with e-commerce channels and select exclusive brand stores, and scaling gradually based on consumer response.
Positioned clearly as a watch-first brand with a deep-rooted focus on horology, Jacques Lemans is not looking to be a “me-too” player in the market. Instead, it aims to carve a distinct identity within the accessible luxury space, offering products comparable to legacy brands in terms of finish, detailing, and construction, while maintaining a strong value-driven proposition aligned with evolving consumer expectations.
“We are not here to chase numbers, but to build prestige, loyalty, and sustainable growth,” concludes Vaidya, underscoring the brand’s commitment to a patient, long-term strategy that prioritises equity over immediacy.
Jacques Lemans: At A Glance
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