Nurturing the interest of numismatics and turning it into a thirst for creating the ‘extraordinary’, led to the formation of Jaipur Watch Company. The brand aims at redefining horology with exceptional concepts revisiting an era to create mesmerizing pieces of art.
Jaipur Watch Company handcrafts limited-edition timepieces that exudes tradition with subtle hints of contemporary design. A bespoke piece takes about 4 to 5 months to translate into a mesmeric timepiece. Each watch is handcrafted methodically to be cherished as heirlooms that are worthy of being passed down to generations. Gaurav Mehta, Founder and CEO of Jaipur Watch Company talks to MarkUp about what it takes for a luxury startup in India to tick.
What marketing strategies did you employ to scale up your brand?
Innovation has been the key to success for Jaipur Watch Company. We seek out media exposure to highlight our expertise. We have set up email automation to nurture, promote and convert sales 24X7. We maintain consistent social media branding and cross-promote our social media accounts in an effort to get our audience connected on as many platforms as possible. We indulge in live watchmaking activities every now and then at the stores, which features Jaipur Watch Company, while inviting store owner’s guests as well as the media. We have been in touch with eminent personalities to endorse and promote our brand.
What are the challenges you’ve faced so far and how did you overcome them?
All businesses come with a risk. Watchmaking is of course a bigger risk when you talk about a market like India where it is difficult to find a fine watch brand and we are trying to make inroads in an untouched territory. There hardly have been any ancillary industries in watchmaking in India, which makes it difficult to source and support. But over a period of 3 years, we have developed a lot of things in-house. Since we specialize in making coin watches, the acquisition of coins is also a challenge faced by us because you need to have the perfect coin to make the perfect watch dial.
As a CEO of a luxury watch company, what does your job role comprise of?
Be it CEO / Director / MD / or Chairman – fancy titles really don’t matter when it is a startup luxury brand. We started 3 years back with an idea to create watches bearing Indian history andart. The journey has been a splendid one, starting off from a social media platform to reaching to celebrities, royal families and of course our loyal customers. As the founder of the brand I have had the opportunity to see every role that one can imagine! From conceptualization of a watch to making it happen into reality, packaging of the watch, presentation of the product and at times even interacting with our end users—I am never shy of doing any of it. After all they are my customers and I need to be there to educate the clients. There are too many roles one plays as a founder of a brand. HR is also important; initial liaison with suppliers and setting up a work-flow chart is all a CEO has to do.
Who are your competitors?
Since Jaipur Watch Company is India’s first and only bespoke watch brand, we don’t have any local competition. We are gradually creating our brand value in the market. But yes, there are many established international brands,who sell their products just by their names. It will take some time, but eventually Jaipur Watch Company will be amongst one ofthose international brands. We are and will continue to craft pieces that unveil our fiendishly-difficult-to-make watches that chimes hours and minutes en passant like energy, to pieces that defy the myth of foreign brands. In essence, create watches that astonish the horological world and showcase a taste of India.
What is your take on the power of leveraging new-age digital marketing and content marketing?
The world is rapidly changing and so is the style to market oneself. New-age digital marketing as well as content marketing plays a very important role for fruitful functioning of a successful business. Customer-driven content marketing can help the company address potential concerns and convert customers with more precision. If content marketing starts the conversation and marketing automation scales it, social media perpetuates it. But the use of these new ways of marketing doesn’t mean that one should completely reject older methods. Instead, personalization can transform those old techniques into efficient marketing tools.
If you have to train someone to be the next CEO of your company, what traits would you like to instill in him/her?
First and foremost, my successor should be a watch lover. Jaipur Watch Company was started, and is running successfully because of sheer passion for watches. Learning and understanding of horology must be an important aspect for the position. Now, in order to run the company, he/she should plan ahead and must be prepared for the future. The person should be comfortable in taking calculated but not careless risks.