Timex Group accelerates Daniel Wellington India expansion with Sharvari Wagh

Following Timex Group’s acquisition of full ownership in Daniel Wellington, the Swedish accessory brand has appointed actor Sharvari Wagh as its watches brand ambassador in India.

The partnership signals an aggressive retail expansion across key commercial centers, where consumer demand for minimalist fashion timepieces and lifestyle jewelry continues to escalate. By leveraging Timex Group’s established distribution platform and supply chain infrastructure, Daniel Wellington aims to deepen market penetration across direct-to-consumer e-commerce portals and premium multi-brand retail stores.

Capturing youth fashion demand

The strategic collaboration specifically targets Gen ZScandinavian Lifestyle Portfolio

 and millennial demographics who prioritize versatile, understated design aesthetics for daily wear. Industry data indicates, India’s fashion watch segment is expanding at a steady 8 per cent-10 per cent CAGR, driven by rising discretionary spending and the ongoing casualization of professional wardrobes. India represents a critical growth engine for the brand’s expanded portfolio, where today's consumers view timepieces as essential personal style statements, states Deepak Chhabra, Director, Timex Group India. Integrating localized celebrity marketing with Scandinavian design heritage remains central to driving volume sales across offline and digital touchpoints.

Designing minimalist timepieces

Founded in 2011 in Sweden, Daniel Wellington designs and markets minimalist timepieces, interchangeable straps, and contemporary jewelry. Operating globally with annual revenues between $100 million and $500 million, the brand is expanding its retail presence under Timex Group ownership to capitalize on growing global fashion accessory demand.