29-05-2025
Ethos opens 22,000 square foot 'City of Time' store
Ethos Watches has launched its new luxury watch destination, City of Time, in central Gurgaon. Spanning 22,000 square feet, the experiential retail format combines mono-brand boutiques, multi-brand galleries, watchmaking zones, and lifestyle spaces to target India's growing base of high-end watch buyers.
The new store houses seven exclusive brand boutiques, including India's first standalone boutiques for H. Moser and Cie. and Ulysse Nardin, Indian Retailer Bureau reported. It also features Panerai, Breitling, and Bell and Ross, with boutiques for Girard-Perregaux and Tudor expected to open soon. Two distinct galleries support over 50 independent brands, offering both a curated luxury horology experience and a more accessible Ethos-branded selection.
Designed to elevate watch retail into a lifestyle offering, City of Time integrates a bespoke bar and cigar lounge serving premium cigars and custom drinks. A fully functional watchmaking studio enables customers to observe horologists at work, offering transparency into the craftsmanship process, a number of guests at the store's launch shared across social media.
'City of Time is a dream many years in the making, a bold and uncompromising vision to create the most iconic watch destination India has ever seen," said Ethos Watches' CEO and managing director Pranav Saboo, Indian Retailer Bureau reported. "We aspire to set benchmarks that will resonate far beyond our borders and make the world look to India with admiration and pride.'
