TAG Heuer expands luxury footprint in India with debut franchise boutique
6 April 2026, Mumbai
TAG Heuer has officially strengthened its footprint in the Indian luxury landscape by launching its first franchise boutique in Noida.
Developed in a strategic partnership with Kapoor Watch Company and DLF Retail, the new point-of-sale at Mall of India signifies a shift toward standalone retail environments to drive deeper consumer engagement. This expansion occurs as Swiss watch exports to India increased by 8.9 per cent in 2025, maintaining a trajectory of rapid growth following a 25.2 per cent increase in 2024. By utilizing a franchise model, the LVMH-owned brand is optimizing its local distribution network to cater to an affluent demographic that increasingly views luxury timepieces as essential lifestyle investments.
Navigating global headwinds through localized retail excellence
While geopolitical tensions in West Asia have impacted regional tourism, TAG Heuer is prioritizing the Indian market as a stable growth engine. The brand currently operates 40 points of sale through multi-brand partners across major hubs, including Chennai, Kolkata, and Surat, but the shift toward mono-brand boutiques allows for a more curated display of flagship collections like the Carrera Chronograph Seafarer and the Monaco series. Industry analysts note, India remains a resilient market for discretionary spending, with the luxury watch segment projected to grow at 10 per cent CAGR through 2031. This resilience is attributed to a doubling of the affluent population, estimated to reach 88 million by 2028.
Future roadmap for Tier-I and metro dominance
Following the Noida debut, TAG Heuer and its partners have outlined a roadmap to establish similar standalone boutiques in Mumbai and Bengaluru. The brand is particularly focusing on the younger, tech-savvy ‘Gen Z’ and millennial cohorts, who represent a growing share of the 79 million Formula One fans in India. Standalone boutiques are essential to delivering the high-touch experience required to explain the technical manufacture and racing heritage of our movements, states Guillaume Boilot, Managing Director – MEIAT, TAG Heuer. This retail modernization is critical as the brand prepares for a potential return of high-profile racing events to the country in the coming years.
A Swiss avant-garde watchmaker, TAG Heuer is renowned for its deep-rooted association with motorsports and high-performance chronographs. Operating under the LVMH Group, the brand manages a global retail network spanning 139 countries. In India, where it has maintained a presence for three decades, the firm is currently expanding its standalone boutique count and premiumizing its ‘regen’ and ‘Carrera’ portfolios to capture the rapidly growing luxury demand among the country's affluent urban professionals.
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