Recently, Prime Minister Modi has shown the world the indigenous luxury watch made by Jaipur Watch Company, creating a buzz among watch enthusiasts and entrepreneurs, but specifically those who support the Make in India movement.
More than just another fashion accessory, this watch symbolizes India’s increasing confidence in indigenous luxury items. Industry observers believe that the exposure to such products should create substantial awareness and credibility for domestic brands and give premium brands in India a credibility boost.
A Homegrown Luxury Brand Gains National Attention
The Baagh Timepiece was created with this in mind. The Baagh collection is one of Jaipur Watch Company’s unique collections, featuring an authentic one-rupee 1947 coin on the watch’s dial. This coin, minted in 1947 when India was under British colonialism, is adorned with a representation of a tiger standing on its hind legs. This coin was used in the collection to capture and create a strong resemblance with the and was included in the design to represent India’s rich history and be a constant reminder to all Indians everywhere of their majestic history.
At the company’s official announcement, they stated that the tiger symbolizes strength, progress, and national pride. The design also embodies a spirit of self-reliance and India’s ambition to create manufacturing products.
By using a historical coin in creating a modern-day luxurious item, the brand hopes to keep part of India’s heritage alive and draw interest from contemporary consumers.
The watch features a Japanese Miyota automatic movement and other premium features, including sapphire crystal glass, a transparent case back, and water resistance. It is available in many variants, including Roman and Devanagari numerals.
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Modi’s Support for the ‘Make in India’ Movement
Modi has been a vocal supporter of the importance of manufacturing, artisans, and local businesses. By wearing a luxury watch that is made in India, it is seen as an extension of that message. In contrast to the large number of imported premium watches that are sold in the Indian luxury market, Modi’s choice to buy an Indian-made watch shows his faith in products designed and manufactured in India.
From what we have seen so far, it represents a story of luxury consumption in India for centuries. Typically, when Indians buy luxury items, the brands are imported and global. With Modi’s decision to wear an Indian-made watch, it reflects that Indian businesses can create luxury products that are synonymous with quality, innovation, and cultural heritage.
Experts in the industry indicate that endorsements such as these—intentional and/or incidental—help shift consumer views on and provide a greater sense of appreciation towards indigenous (Indian) businesses.
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For Jaipur Watch Company’s Founder Gaurav Mehta – A Defining Moment
Mehta called seeing the Prime Minister of India wear a watch from Jaipur Watch Company a significant moment in the company’s evolution and the evolution of Indian luxury as a whole. Reports say seeing the Prime Minister wearing a watch designed and manufactured by an Indian business was both inspirational and humbling for him, as it affirms the capabilities of Indian designers and artisans.
Since its founding in 2013, Jaipur Watch Company has built its identity around incorporating rare coins, stamps, and miniature artworks into the design of its watches. What was originally Mehta’s passion for collecting historical artifacts has now turned into a niche luxury business catering to collectors and enthusiasts worldwide.
The company has also seen significant growth over the last few years and much of that growth has been driven by increasing consumer demand for products that promote and showcase appreciation for Indian culture and craftsmanship.
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Indigenous Luxury Gets a Global Platform
The recent attention being paid to the Baagh timepiece demonstrates how significantly India’s luxury market is changing. Many consumers today are searching for products that are authentic, culturally relevant and tell interesting stories, not just products that provide international brand recognition.
Spotlight on Indigenous Craftsmanship
The decision made by PM Modi regarding the use of Indian luxury brands has given them credibility as potential serious contenders in the marketplace; through this decision, he has demonstrated that there are many premium products with an Indian heritage and an Indian design aesthetic that can successfully compete against established global brands. One of the best examples of this growing phenomenon is the Baagh timepiece, which emphasizes heritage and craftsmanship.
As India’s luxury market continues to grow rapidly, the recognition of Jaipur Watch Company as an iconic fashion brand may represent far more than merely a passing curiosity in the world of fashion; instead, it may signal yet another milestone on the journey of native brands to showcase their creativity, heritage, and high-quality manufacturing to consumers around the globe.
