20 April 2026, Mumbai
Tissot has officially expanded its presence in the Indian luxury market by launching its dedicated e-commerce platform alongside the national debut of the updated Gentleman collection. As of April 2026, the Swiss horologist is moving toward a more integrated direct-to-consumer (DTC) model to capture the growing ‘premiumization’ wave within the Indian middle class. This digital push coincides with the release of a new 38mm variant of the Gentleman range, priced at Rs 84,500. By shifting its focus to a smaller, more ergonomic diameter, Tissot is catering to the ‘quiet luxury’ aesthetic currently dominating 2026 fashion trends. The launch addresses the increasing demand for versatile timepieces that transition between formal business environments and weekend leisure, providing a strategic entry point for younger professionals entering the mechanical watch segment.
Technical precision and market resilience
The 2026 iteration of the Gentleman range features the high-performance Powermatic 80 movement, equipped with a Nivachron balance spring for superior magnetic resistance. This technical upgrade is vital as Indian consumers increasingly view Swiss watches as long-term investments rather than ephemeral fashion accessories. With India's watch imports having grown 30 per cent over the last two years, the market is projected to reach US $4.64 billion by the end of 2026. The Tissot Gentleman is more than a timepiece; it is a reliable companion for intentional moments, the brand stated during its cinematic launch campaign. By combining proprietary retail technology with accessible luxury pricing, Tissot aims to outpace the projected 4.3 per cent global sector growth while navigating challenges like the rising cost of precious metals and high-end manufacturing.
India strategy
A key brand under the Swatch Group, Tissot specializes in high-quality Swiss mechanical and quartz watches. Founded in 1853, the brand is currently prioritizing the Indian market through local e-commerce and a network of over 300 boutiques. Projected to maintain a double-digit CAGR in the Asia-Pacific region through 2027, Tissot targets the mid-to-high-end segment. Swatch Group reported resilient global revenues of nearly CHF 7.9 billion in late 2025, with India emerging as a top-three growth driver for the brand.
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