Just In Time Expands Delhi Presence with Connaught Place Flagship, Eyes North India Growth

Luxury watch retailer Just In Time has expanded its footprint in the national capital with the launch of a flagship outlet in Connaught Place.  

The opening marks its 6th store in the Delhi-NCR region within 6 months, taking its overall network to 82 stores across 18 cities, as the company sharpens its focus on North India. 

Expansion Momentum: NCR Growth with Increasing Tier-II Contribution 

The company continues to scale across key urban markets while also seeing growing traction beyond metros. Cities such as Chandigarh, Hubballi, Indore and Raipur are contributing to demand, highlighting a broader shift in premium consumption patterns. 

Alongside domestic expansion, the retailer expects favourable trade agreements with regions such as the European Union and the United Kingdom to support the entry of more global watchmakers, particularly niche and independent brands, into the Indian market. 

Consumer Behaviour Shift: Digital Discovery Driving Premium Retail 

As per news reports, Ronak Shah, chief executive officer of Just In Time, highlighted that the consumer journey in the watch segment has undergone a significant transformation, with digital touchpoints now playing a central role before store visits. “The journey begins even before the customer reaches the store,” he says. “Consumers do their research online and are increasingly looking beyond well-known labels to product-led brands.” 

He noted that this evolving behaviour is increasing the importance of curated in-store experiences that help consumers discover differentiated offerings. “There are lesser-known global brands that make watches with fantastic engineering. That’s what we bring to the table for Indian consumers,” he says. 

Shah also pointed out that supportive trade policies could further accelerate the entry of niche international brands into India. “If duties and trade deals are structured well for a category like watches, it will make it easier for smaller global brands to look at India as a market, expanding the watch pool here.” 

Brand Strategy: Strengthening Connect Through Ayushmann Khurrana 

As part of its branding efforts, the company has onboarded actor Ayushmann Khurrana as its ambassador. Reflecting on his long-standing familiarity with the brand, Khurrana said, “There was a store right outside the studio where I worked. It feels like I walked in as a customer and walked out as an ambassador,” he says.  

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Conclusion  

With rapid expansion in key regions, rising interest in premium timepieces and a sharper brand positioning strategy, Just In Time is well placed to capitalise on the growing demand for accessible luxury watches across both metro and emerging markets in India. 

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