Titan launched its Stellar 2.0 collection, inspired by celestial themes and featuring unique materials, as part of its strategy to diversify its portfolio. But what keeps these analog watches relevant even in the age of smartwatches? According to Mahendra Chauhan – Head of Design- Product & UX- Watches, Wearables & Accessories, the ease of constant notification, the status symbol associated with analog watches and their timeless nature are the factors that make these watches still relevant.
In terms of competition, Chauhan highlighted that Titan’s biggest challenge is to attract consumers who currently don’t buy analog watches. He described the design philosophy of the Stellar 2.0 collection as elegant and exploratory, drawing inspiration from the universe. Speaking exclusively to ZeeBiz.com, he expressed confidence that the collection will attract a younger audience and attract new customers to Titan.
Here are edited excerpts from the interview:
Q: In the age of smart watches, what keeps analog watches relevant?
Mahendra Chauhan: There are several factors that contribute to the continued popularity of analog clocks. First, they provide a break from the constant notifications and technology overload that smartwatches bring. Analog watches provide a respite from the digital buzz, allowing wearers to enjoy a calmer experience.
Second, analog watches are considered status symbols, a concept that has been ingrained in our culture for generations, often associated with luxury brands such as Swiss watches. Many smart watch wearers often switch to an analog watch for a more professional setting, emphasizing its role as a fashion statement and status symbol.
Finally, analog watches are timeless pieces that can be passed down from generation to generation, exhibiting timeless elegance. In contrast, smart watches often need to be upgraded regularly, losing their freshness after a short period of time. Therefore, their timeless nature, status appeal, and technological freedom contribute to the continued popularity of analog watches.
Q: What innovations have come out of the analog watch segment?
Mahendra Chauhan: Analog watches can be mainly divided into mechanical and quartz types. Both categories have seen significant innovation over the years. Mechanical watches have evolved to include various features such as measuring speed and medical functions. During that time, quartz watches became more sophisticated, incorporating many functions without sacrificing beauty.
Recently, hybrid smart watches have appeared, combining analog displays with smart technology, allowing health tracking with the hands of a traditional watch. This combination represents the latest innovation in the analog segment, reflecting the flexibility of traditional designs and modern needs.
Question: Will Titan continue to focus on all segments, or is there a shift to premium make?
Mahendra Chauhan: Titan sells about 18 million watches a year, covering all types of people in India, from second and third tier cities to wealthy globetrotters. We’ve carefully selected our offerings to cater to a variety of tastes and price points.
In recent years, there has been a significant shift towards premium products for all types of people. Many consumers want to upgrade to luxury items, even in lower price ranges. Notably, about 60% of young urban Indians invest in luxury products. This trend towards premium manufacturing influences all segments of our portfolio, including the Stellar collection, which features unique materials and design elements that have never been seen before in our products.
Q: What competition does Titan face in the analog viewing segment, and what challenges does it still face?
Mahendra Chauhan: Titan has maintained a strong market share of around 60-65% in India, positioning it as the leading player. Our integrated business model—combining design, manufacturing, and sales—gives us significant market control.
The biggest challenge lies in converting potential customers who don’t currently wear watches. We focus on reaching those who love smartwatches from various brands or those who prefer not to wear a watch at all. Attracting these components back to Titan is an important goal of our team.
Q: Can you share details on the design philosophy of the Stellar 2.0 collection?
Mahendra Chauhan: Titan’s design philosophy focuses on simplicity and elegance. Our watches are not just things that tell the time; they tell a story. The Stellar 2.0 collection draws inspiration from the vastness of space, including orbiting galaxies and celestial bodies.
We’ve previously explored themes like black holes, and in this collection, we’ve included elements from the Sun, Moon, and planetary motion. The textures and movements of these celestial elements have greatly influenced our designs, making each piece a narrative exploration of the universe.
Q: What market share do you expect to capture with Stellar 2.0?
Mahendra Chauhan: The performance of Stellar 1 was extraordinary, allowing us to enter a previously unexplored market. Although I won’t give specific numbers, we expect a lot of interest from younger audiences and those who have never interacted with Titan before. We believe these new products will attract new customers and spark interest in our offerings.