Titan Company launches new in-house Vetra platform to drive mechanical watch growth

Titan Company expects its mechanical watch business to grow from about 270 crore rupees last year to roughly 350 crore rupees by the end of the current fiscal year. Kuruvilla Markose, CEO of Watches at Titan Company, stated that the company's mechanical watch business has grown nearly five times over the past three years. This growth is driven by a wider market shift towards premium watches priced above 25,000 rupees.

Vetra Platform

To support this growth, Titan has launched a branded in-house automatic movement platform called Vetra. Built around the 7A architecture, Vetra allows Titan to develop complex watch functions like open-heart designs, GMT features, and date displays without relying on external movements. The new Titan Automatics collection includes models like Infinium, which offers a 72-hour power reserve by improving energy storage compared to older platforms that offered only 36 to 40 hours. Every Vetra movement is assembled by hand and individually tested at Titan facilities.

Industry Impact

Rahul Shukla, vice-president and chief sales and marketing officer for the watches division, noted that Vetra places Titan among a small global group of watchmakers with in-house mechanical capabilities. The company aims to design, engineer, and build advanced watches in India to help the country establish a stronger presence in the global horology market.

Context

Titan Company is one of India's leading producers of watches and lifestyle accessories, known for shifting the domestic market away from basic quartz timepieces toward higher-end engineering. The broader trend of premiumisation in consumer goods shows that Indian buyers are increasingly willing to spend more on craftsmanship, heritage design, and luxury items.