Helios Luxe Partners With Alexander Shorokhoff To Launch Limited Edition Watches In India

Helios Luxe, the premium retail arm of Titan Company’s watch division, has entered into a strategic collaboration with German luxury watchmaker Alexander Shorokhoff to introduce its handcrafted timepieces in the Indian market. 

The partnership aims to bring exclusive, limited-run mechanical watches to Indian buyers as demand for premium and accessible luxury products continues to expand. 

Limited-Edition Watches To Be Introduced 

Under the collaboration, Helios Luxe will introduce up to 16 watch designs, each produced in limited quantities and priced between ₹2 lakh and ₹6 lakh. 

These models will initially be available at six Helios Luxe stores, targeting collectors and consumers looking for distinctive mechanical watches from independent global brands. 

“India represents an exciting new chapter for us. We produce in very limited, numbered editions, and presenting these rare pieces to a vast and evolving luxury market like India is both exciting and meaningful. With Helios Luxe, we are introducing our manufactory to a country that deeply values culture, individuality, and mechanical depth,” said Alexander Shorokhov, chief executive officer (CEO), Alexander Shorokhoff Uhrenmanufaktur GmbH. 

Shorokhov, who is currently visiting India for the first time, is also exploring the country for creative inspiration that could influence future watch designs. 

Growth in India’s Accessible Luxury Segment 

Titan said the partnership aligns with strong momentum in India’s premium watch market, particularly in the accessible luxury segment. 

“The entire ₹4,500 crore accessible luxury watch market is growing at a compound annual rate of 23%, but Helios Luxe is growing at a rate of 46% – more than twice of the industry growth rate, which gives us the confidence to bring such independent story-rich brands into the Indian market,” said Rahul Shukla, vice president and chief sales and marketing officer-watches division, Titan Company. 

"We can see that the trend will continue as urbanisation speeds up and more discretionary incomes lead people to make more discerning choices,” he added. 

Expansion Beyond Metro Cities 

Helios Luxe currently hosts 15 international brands and operates nine exclusive boutiques across India. 

The company said it is now expanding into Tier-I and Tier-II cities, where demand for premium lifestyle products has been rising. 

“While the initial foray of Helios Luxe was in the metros, we have now started establishing presence in Tier-I and Tier-II cities, where there is a big demand for accessible luxury products. In another year’s time, we plan to add over 30 such boutiques, one-third of which will be in cities like Varanasi, Kolhapur, etc.,” Shukla said. 

Helios overall has reported a 24% CAGR over the past three years, with premium and accessible luxury categories now forming the largest share of its business. 

Read More: SEBI Allows Mutual Funds to Use Intraday Borrowing from April 1, 2026! 

Titan Share Price Performance  

As of March 13, 2026, Titan share pricee is trading at ₹4072.50 per share, reflecting a decline of 1.38% from the previous closing price.  

Conclusion 

The collaboration with Alexander Shorokhoff reflects Helios Luxe’s strategy of introducing globally recognised independent watchmakers to India while capitalising on the country’s rapidly expanding base of luxury consumers. 

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