Pune: Atlantic Watches is accelerating its India expansion with a clear focus on building a strong physical retail presence and long-term market investment.
The Swiss watchmaker has scaled rapidly in the country, expanding from zero to 20 retail stores within a year, with five additional outlets already in the pipeline. The company now aims to operate around 40 stores by the end or beginning of next year.
“Our first priority is to be present in shops and build a solid retailer network. At the same time, we need to raise brand awareness,” said Philipp Rufli, Head of Sales at Atlantic Watches, underlining the brand’s market-entry strategy for India.
Globally, the brand sells 30,000 to 35,000 watches annually and maintains a catalogue of nearly 250 SKUs, spanning entry-level, fashion-inspired watches to classic timepieces targeted at mature buyers as well as younger consumers seeking their first Swiss-made watch.
The growing retail footprint reflects the company’s investment-led approach in India. Atlantic Watches invests around 5 to 10 percent of company’s total turnover for the India market, a share the brand believes can scale further as store expansion, partner-led investments, and brand visibility continue to gain momentum.
The company and its Indian partners are jointly investing across retail infrastructure, inventory, and market development to support sustained growth in one of the fastest-emerging markets for Swiss-made watches.
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Atlantic Watches Expands Product Portfolio for Indian Consumers
Beyond classic and open-heart designs, Atlantic Watches offers a diversified portfolio, including the Marina diver collection, featuring screwed crowns, rotating bezels, and water resistance ranging from 50 metres to 100 metres, available in both quartz and automatic versions.
Speaking about the brand’s product philosophy, Philipp Rufli, highlighted the appeal of the brand’s automatic open-heart watches, which have become one of its best-selling models globally.
According to Rufli, the strong performance of these models reflects the brand’s DNA. “It is one of our best-selling models because the DNA of Atlantic is very real – classic, safe, export-oriented. The price-ratio value is strong, so this is something very special for collectors that we are offering here,” he said.
Atlantic Watches offers a wide price range to cater to different customer segments. Quartz watches retail from around 300 Swiss francs, while automatic watches start at approximately 700 Swiss francs.
Limited-edition collector models are priced above 1,000 Swiss francs, offering added value through special packaging, certification, and numbered engravings.
“This one is priced a bit above 1,000 Swiss francs. It comes with a really nice box, the limitation, and a certification showing which number you own. This is really something special,” Rufli noted.
Following the success of its earlier editions, the brand introduced additional dials and features, including chocolate brown, white, and silver combinations. Each limited-edition watch features a branded Sellita movement and engraved numbering, reinforcing exclusivity for collectors.
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Atlantic Watches Maintains Swiss-Made Standards Across All Categories
A key differentiator for Atlantic Watches is its uncompromising approach to quality across price points. “All our watches have sapphire glass. That’s very important, regardless of the price category. Other brands at entry prices often use mineral glass, but we don’t make compromises there,” Rufli said.
The brand continues to manufacture entirely in Switzerland, adhering strictly to Swiss-made regulations. “At least 60 percent of the components must be made in Switzerland. You need Swiss movements, and design, research, and development must also be done in Switzerland. Otherwise, you cannot mention Swiss-made,” he explained.
Rufli added that Swiss-made remains a crucial purchasing factor globally. “People specifically look for it. They come to the shop asking where it is made because they know Swiss-made is a quality statement.”
