Bengaluru’s Lavelle Road has added a luxury nameplate to its roster. Bangalore Watch Company, the seven-year-old watchmaker known for collections inspired by contemporary Indian narratives, has opened a 1,800 sq. ft. flagship boutique in one of the city’s premium retail corridors, moving beyond its previous studio-based operations in South Bangalore.
Designed as an experience center, the boutique showcases the brand’s complete range of collections and includes a dedicated customer lounge, spaces for masterclasses, and watch community events. Archive pieces on display include meteorite watches, a timepiece made from material recovered from a fighter plane, and India’s first watch to travel to space.
This store is the first physical retail expansion for a digitally native luxury brand. BWC has cultivated a customer base across 30 countries primarily through online channels and direct engagement.
Mercy Amalraj, co-founder of the brand, said, “Over time, we’ve built a strong community of watch owners across 30 countries. Many of them are frequent flyers who often make a stop at our studio in South Bangalore. While that space has been perfect for one-on-one interactions, the new boutique is designed to be open, engaging, and a perfect setting for showcasing our watches and technical capabilities. Located in central Bangalore, it allows us to host more people, events, and conversations, creating a space that truly reflects the community that has grown with us.”
Lavelle Road’s retail ecosystem includes premium cafés, design houses, and lifestyle stores that cater to Bangalore’s affluent consumer base. Positioning alongside established luxury retailers provides BWC with both visibility and validation in a market where brand perception is closely tied to physical presence.
“This boutique represents the next chapter for us. From the beginning, our goal has been to create an Indian luxury watch brand that connects deeply with people through meaningful stories. With this space, we want to offer our community a place where those stories can be experienced, not just seen,” said Nirupesh Joshi, co-founder of Bangalore Watch Company.
Community engagement has been central to BWC’s model since its founding in 2018. Co-founders Joshi, a designer, and Amalraj, who handles operations, have positioned the brand around accessibility and storytelling, differentiating from Swiss and Japanese incumbents through India-specific design language and narrative hooks. Previous collections have drawn from themes like Indian aviation history, space missions, and cultural iconography.
“We’ve always believed that ownership goes beyond the product. The boutique allows us to meet our customers in person, host them for intimate gatherings, and create experiences that bring together watch lovers from across the country,” Amalraj added further.
BWC envisions the boutique as an anchor for Bangalore’s growing watch enthusiast community and a destination for visitors to the city. Indian watchmaking remains a niche compared to global markets, with domestic brands capturing a fraction of the luxury segment that Swiss manufacturers have dominated for decades. The Lavelle Road boutique serves as a brand statement and a retail space.
