Surat, March 11th, 2026: Gaurav Mehta has expanded its brick-and-mortar footprint with a new boutique in Surat, signalling continued demand for homegrown luxury watch brands in India’s emerging premium markets. The store, located at GF Shop 1 in VR Mall, spans about 450 square feet and operates from 10 a.m. to 10 p.m. daily, aligning with mall trading hours and high footfall periods.
This is the company’s launched its first store in Surat and its second in Gujarat, following its presence in Ahmedabad. For Gaurav, the move deepens access to western India’s affluent customer base, where jewellery and lifestyle purchases are already well entrenched and interest in niche watch brands is growing. At the launch event on 11th March, they showcased the Baagh Watch which was worn by PM Modi on various occasions and had a watch making session for the onlookers to understand the process that goes behind making these exclusive watches.
The Surat opening adds to an existing network that includes stores in Mumbai, Delhi, Bengaluru, and Ahmedabad. Gaurav is using these exclusive boutiques to build direct relationships with customers, offer a curated assortment, and tell the story behind its collections, which often draw on Indian coins, motifs, and historical references.
“Our Surat store reflects our continued effort to reach discerning customers who appreciate curated craftsmanship and bespoke design. As we expand our presence across premium retail destinations in India, we aim to create immersive spaces where people can experience our watches beyond their functional value as expressions of culture, design, and individuality,” said Gaurav Mehta, Founder and CEO, Jaipur Watch Company.
From a retail perspective, VR Mall gives the brand access to a mix of destination shoppers, local residents, and younger consumers who frequent multiplexes, cafes, and fashion stores within the complex. Positioning the boutique in such an environment supports both planned purchases and discovery-led traffic, which is important for a micro luxury label still building awareness beyond core watch enthusiasts.
The expansion into Surat forms part of Jaipur Watch Company’s wider offline strategy. As luxury and premium shoppers in India increasingly expect experiential environments, watch and jewellery brands are investing in smaller format boutiques that emphasise service, storytelling, and product detailing rather than only large inventory displays.
By choosing cities like Surat alongside metros such as Mumbai, Delhi, and Bengaluru, Jaipur Watch Company is tapping into a tier of markets where high-net-worth and aspirational consumers are already familiar with global watch names but are also open to Indian alternatives that offer distinctive designs and local cultural references.
