Kapoor Watch Co. has been synonymous with luxury watches in Delhi-NCR India since they were first allowed to be imported into India in the 1990s. The company’s history, though, stretches back to 1967, when a partition refugee, D S Kapoor, first set up his watch repair shop in South Extension. With 14 stores in the NCR region, it is by far north India’s most powerful watch dealership. It recently opened an exclusive Rolex boutique in Delhi’s DLF Emporio Mall. It will also open its first store outside NCR, in Pune, in the coming weeks, signalling its plan to go national.
Man’s World caught up with Pratiek and Raunaq Kapoor, the third generation of Kapoors who are now running the company, on the sidelines of a one-day golf event they organised featuring, among others, Rolex testimonees Anirban Lahiri and Jeev Milkha Singh at the DLF greens in Gurgaon to celebrate the opening of the Rolex boutique.
Man’s World: What is the significance of the new Rolex boutique that you are setting up in New Delhi?
Our journey with Rolex started back in 2004 when we began retailing Rolex through our multi-brand store in South Extension. We started retailing Rolex in 2009 in our DLF Emporio boutique and later in another point of sale in Gurgaon at Ambience Mall. But this new boutique is a big milestone for us because it marks the transition from a multi-brand format to a dedicated Rolex EBO (exclusive brand outlet).
Man’s World: Why a standalone Rolex boutique now?
The prestige, exclusivity, and experience Rolex offers can only be fully realized in a boutique format. A destination like DLF Emporio— one of the finest luxury destinations in the country—is perfect for this. There are only a few infrastructures like DLF Emporio, Jio World in Mumbai, or the upcoming Mall of Asia in Bangalore. We wanted to create an elevated experience for our clients, which wasn’t possible in a multi-brand setup. The boutique allows us to focus entirely on Rolex and its ethos. It gives us space to entertain our clients in a way that feels immersive. When you walk into a dedicated Rolex store in DLF Emporio, you’re stepping into the Rolex world. It elevates the customer experience, ensuring that every touchpoint aligns with the brand’s exclusivity and prestige.
Man’s World: Rolex has been one of the top-selling watches in India for decades. Why did it take so long for you to open a standalone Rolex boutique?
Initially, the market wasn’t quite ready for a standalone boutique. We had to test the waters and make sure the infrastructure was there. Some brands entered early but pulled back because the market wasn’t mature enough. But now, the timing is right—the infrastructure is in place, and the market is ready for a brand like Rolex to open a boutique. India is in a golden era right now, and the timing for us to launch was just right.
Man’s World: You also have a standalone Omega boutique. Omega and Rolex are considered big rivals in the watch industry. How do you navigate working with both brands?
We opened the Omega boutique in 2022. Both brands cater to their own markets and audiences. They have different product mixes, different client bases, and even different communications and groups. For us, it’s about understanding the unique identities of each brand and tailoring our approach accordingly. Since they belong to entirely different groups, there’s no overlap, so it’s not an issue.
Man’s World: Tell us about the background of Kapoor Watch Company. Not many people outside of Delhi know much about your company.
Our story starts with our grandfather, D.S. Kapoor, a watchmaker specialising in repairing watches. After the partition, he moved to India and settled in Delhi. He had learned the craft of watch-making from his elder brother, who was already in Delhi. Initially, my grandfather worked with him and then decided to open his own store in South Extension. It was a small shop, just 250 square feet. My grandfather used to repair watches himself, while my grandmother managed bookings. That’s how the journey started—very hands-on and humble.
In 1975, his elder son Amarjeet Kapoor joined the business, followed by his younger brother Sandeep Kapoor. In the pre-liberalisation days, when watch imports were restricted, the shop sold a lot of other things besides watches. By 1991, with liberalisation and the opening of the Indian market, we began focusing more on watches as brands started establishing a presence in India. The shift to luxury watches started around 1995. That’s when international brands began setting up their offices here. We were among the first to bring luxury brands like Cartier, Baume & Mercier, and Montblanc into our portfolio.
Man’s World: Kapoor Watches is a pioneer watch retailer in north India. When did you start expanding?
We opened our second store in MGF Mall, Gurgaon in 2002. It was the first mall in the country, and back then, Gurgaon was largely empty—there wasn’t much there. Opening that store was a big step for us. It was a success! As a family business, we were used to operating out of spaces we owned. But opening our new store in a mall and renting a space gave us the confidence to expand further. We realized this was the way forward—to go out, rent spaces, and open more stores. After that, it’s been an incredible journey. From 1995 to around 2008, we added the most brands to our portfolio. What started with just 2-3 brands, and since then, our portfolio has grown to 18 brands. Today, we operate 14 stores, including exclusive boutiques for brands like Rolex, Omega, Franck Muller and Rado.
Man’s World: How have you seen the watch business evolve from a consumer perspective in the last decade?
The evolution has been fascinating. I would divide it into different eras. From 2008 to around 2017-18, the market was largely driven by people with generational wealth, old money, if you will. Back then, it was a very traditional form of retail. Customers relied heavily on recommendations from us or even our fathers. They didn’t have much knowledge about the brands or products and often sought guidance. Post-COVID, however, things changed drastically. Digitalisation played a massive role, and demand skyrocketed. Suddenly, luxury watches became aspirational, partly fuelled by social media and celebrities—Bollywood stars, international actors, and influencers showcasing these timepieces.
This exposure created a kind of herd mentality. People saw others buying luxury watches, and the demand for brands that already had limited supply went through the roof.
The secondary market also boomed during this time, which added another layer of excitement. We’ve also noticed a shift in the customer base. A new generation, including many who weren’t accustomed to wearing watches, has entered the market. Women, in particular, have started embracing luxury watches as part of their daily lifestyle. Traditionally, jewellery was their go-to accessory, especially during weddings. But now they see watches as versatile—something that can be worn every day, whether casually or on special occasions. This post-COVID period has introduced new customers to the industry, significantly expanding the market and making luxury watches a much more integrated part of people’s lifestyles.
Man’s World: You talked about the secondary market for watches. Are you involved in right now?
We do not do pre-owned watches currently, but we are carefully observing the market. It had gotten a lot of attention but came down to normal situation and slowly going down. It might be on our radar for future. For any brand, it becomes an addition to the new business. It is a new line. You need to have the technical knowhow; service is key in this segment. We need to be ready with the set up to refurbish, repair, and then resell. We need to make sure that before we get into this segment, we should have our services and set-up in place, and only then can we get into this segment.
Man’s World: How has your service capability evolved over the years?
Service is a big part of our legacy—it's something my grandfather built, and it’s very important to us. After-sales service plays a huge role in strengthening the brand. We are currently working on setting up a large Experience Center in Delhi, about 4000 square feet, which will probably be one of the biggest service centres in the country. The experience we’re offering with this new centre will be different from anything else. After-sales are critical because a client’s relationship with the watch doesn’t end when they buy it—it continues when they need service years down the line. That connection builds loyalty and trust, not just with clients but also with brands.
Man’s World: You are opening your first store outside of NCR in Pune this month. Why did it take you so long to expand outside North India?
That’s a great question. As a family business, we have a certain approach to expansion. We don’t get swayed by what others are doing; we focus on our own strategy. For us, it’s crucial that every store we open is in the right space and that it’s not just another store. Each new location must be important and well-placed, with a significant client base. If you look at our existing stores, our sales and client service levels are among the best in the country, possibly better than any other retailer. Then there is the network that we have to build, which takes years. We prefer taking things step-by-step, growing slowly and steadily, and ensuring everything is done right.
Man’s World: Why did you choose Pune as the first market outside Delhi?
We believe there’s great potential for growth in Pune. The market is evolving rapidly, and in the next five to seven years, it’s going to be even bigger. There’s a significant influx of industries like IT, along with automotive businesses setting up shop. So, we’re looking at the long-term potential in Pune. Also, we felt there was a gap in the market, which we could fill effectively.
Man’s World: What about more significant markets like Mumbai?
I can’t speak to specific markets at the moment, but we’re certainly looking at various possibilities. The entire country is on our radar.
Man’s World: How do you see the tastes of Indian watch buyers evolving? What kinds of watches are young people buying compared to their fathers?
Today’s audience is much more informed thanks to the digital age. The clientele has definitely gotten younger, and their tastes have shifted. Honestly, there’s a bit of a trend-driven mentality—people see someone wearing a particular watch and want the same. But I think this is a short-term trend. In the past, we used to guide buyers on what they should buy based on their personal style or outfit. Today, they come in with a clear idea of what they want. That shift means that our team needs to be more informed and ready to answer any questions that come up, as we’re dealing with a much more knowledgeable and savvier clientele.
Fashion in watches goes through different phases. There was a time for black dials, then blue, and now it’s all about colourful dials. Brands are coming up with new materials and designs, and people are embracing it. The younger generation is more experimental; they’re influenced by the luxury of the industry and are more fashion-forward.
