We live in a world dominated by digital and tech-savvy timepieces. However, Jaipur Watch Company `(JWC) stands firm in preserving the art of old-school watchmaking. This philosophy is at the heart of their celebrated collections, including the Raja Ravi Varma series and the iconic Queen Victoria collection. As we delve into the journey of its founder, Gaurav Mehta, we uncover a tale not just of watchmaking but of passion, perseverance, and a celebration of India’s rich heritage.
Gaurav Mehta’s journey into the world of horology is as unconventional as inspiring. Born into a family of professionals with no formal training or background in watchmaking or jewellery, Gaurav’s fascination with timepieces began early. He shared, “There’s often an assumption that someone from Jaipur must be in the jewellery business, but for me, it was purely a love for watches.” This passion wasn’t just a fleeting interest; it was a profound fascination that led him to amass a personal collection of over 400 watches. “I keep buying watches even today,” he confessed, highlighting his innate appreciation for these intricate timepieces.
Without the advantage of business training, Gaurav’s foray into entrepreneurship was fueled by a deep-seated passion rather than a calculated business strategy. “Starting JWC was one of the riskiest decisions I’ve ever made,” Gaurav admitted. “There was no market for luxury Indian watches, no supply chain, and retailers were hesitant to carry an Indian brand at premium prices… When I started, the concept of a microbrand didn’t exist in India.” Despite these obstacles, Gaurav’s unwavering commitment to quality and authenticity helped JWC carve out a niche in the market.
True to their vintage inspiration, the brand’s design process is refreshingly old-school. “Our design philosophy is rooted in the rich history of watchmaking,” Gaurav shared. “We draw inspiration from vintage watches, particularly those from the Art Deco era.” The company’s creations are not merely timepieces; they are storytelling devices, each one incorporating historical elements like ancient coins, rare stamps, and vintage memorabilia, making every watch a unique piece of history on the wrist.
As we delved deeper into the craftsmanship and artistry behind JWC’s collections, we couldn’t help but highlight the exquisite Raja Ravi Verma collection launched in October last year. The collection featured fourteen limited-edition designs, meticulously curated with authenticity at the forefront. In a rare and respectful collaboration, JWC partnered with Kilimanoor Palace Art Trust and Rama Varma Thampuran, a sixth-generation descendant of the legendary painter Raja Ravi Verma. Mehta shared, “We were confident we didn’t want to just download from the internet and put his images on that. We wanted to respect his legacy.”
Among JWC’s illustrious collections, the Baagh collection holds a special place. Launched during the challenging times of the COVID-19 lockdown, this collection features a unique element: the 1947 one-rupee coin, the last coin minted before India’s independence. This distinctive feature, combined with an elegantly designed watch case, has made the Baagh collection a game-changer for the brand, capturing the hearts of collectors and aficionados alike.
The conversation naturally steered towards the evolving landscape of the luxury watch market in India, particularly with the influx of foreign brands and the rising popularity of smartwatches. “Smartwatches are seen as gadgets, not as timeless pieces of art. For special occasions, people still want a classic timepiece. We’re not the first watch someone buys; we might be the third or fourth, for those who truly appreciate art.”
Reflecting on the 11-year journey with JWC, the founder shares, “Recognition has been the most rewarding aspect. When people start associating a face with JWC, it feels like a significant milestone.” This acknowledgement extends to the highest echelons, with even the Prime Minister of India taking note, leading to a private meeting and the creation of a bespoke watch for him. Though the details remain discreet, the accomplishment speaks volumes about JWC’s stature.
In a moment of candour, the founder reveals the inception of the JWC Design Foundation, a beacon of opportunity for aspiring watch designers in India. “The foundation was born out of a personal experience. In India, watches are not considered a mainstream subject in design schools, often relegated to a mere chapter in accessory design courses. I wanted to change that,” they explain. The foundation offers on-the-job training, allowing students to immerse themselves in the art of watchmaking.
Balancing creativity with business acumen is a fine art, one that the founder navigates with finesse. “Being a small brand offers the advantage of direct interaction with customers. I avidly read industry magazines, staying informed about market trends and consumer preferences. This knowledge informs our design process, ensuring that every piece resonates with contemporary tastes while maintaining our signature style.”
As the conversation veers towards the latest endeavours, the excitement is palpable. JWC recently launched a wedding-themed watch collection, Brides of Jaipur, inspired by Rajasthan’s rich jewellery craftsmanship, centuries-old palaces, and havelis of Jaipur. “This collection draws from various styles, including Meenakari, filigree, embossing, mother of pearl, latkans and engraving, embodying the essence of Indian weddings,” the founder elaborates. Notably, this marks JWC’s first foray into a 100% women-centric collection, a testament to the brand’s evolving vision and commitment to inclusivity.
With an eye on the future and a deep respect for the past, Jaipur Watch Company stands as a beacon of tradition, authenticity, and luxury. As we eagerly await the brand’s upcoming collections, it is clear that JWC is not just creating watches but preserving a legacy – one tick at a time.
