The newly launched IST 1947, the watch brand based on India-specific rituals and places, has sold ₹2 crore worth of watches in its first month of launch.
Interestingly, ₹1 crore of sales came in the first seven days after launch.
Founded by Karan Vaidya, both the collections released so far, Arka and Vanya, are now sold out on the brand’s website.
The run comes as Indian buyers trade up to more expensive watches, a shift that international brands have so far been quickest to capture.
Every watch is individually numbered and carries a two-year warranty
India is the fastest-growing major market for Swiss watches: exports to India rose 33 per cent in the first five months of 2026, according to Federation of the Swiss Watch Industry figures, and import duties on Swiss watches are being phased out under the India–EFTA trade agreement that took effect in October 2025.
IST 1947 takes its name from September 1, 1947, the day independent India adopted Indian Standard Time.
Instead of the motorsport, sailing and diving references that dominate the category, IST 1947 builds each collection around time as Indians feel it: monsoon afternoons, temple courtyards, safari mornings and cricket nights.
Vijay, the next release, is a limited edition built around five nights in Indian cricket: 1983 at London, 2007 in Johannesburg, 2011 in Mumbai, 2024 in Bridgetown and 2026 in Ahmedabad.
Each of its five automatic watches is limited to 100 pieces, with no restocks.
Karan Vaidya, founder of IST 1947 said what sold these watches was not the brand but the well curated themes.
“Cricket memories are personal. Everyone remembers where they were in 2011. That’s why each Vijay watch stops at 100 pieces. Some memories should stay rare,” he said.
Published on November 5, 2026
