Imagine…
You are holding a watch.
But it doesn’t just tell the time, Its dial holds the story of India, Its design embodies the royalty of Rajasthan and the tiger—or Baagh—on its case evokes a sense of power and heritage.
And the most interesting part, It isn’t a Swiss luxury brand, This watch was crafted in Jaipur, India.
Its name is — Royal Baagh.
And the story behind it belongs to the Jaipur Watch Company and its founder, Gaurav Mehta.
Today’s story isn’t just about an expensive watch.
It is the story of how an entrepreneur transformed India’s history, art, and culture into a modern luxury product.
The journey of the Jaipur Watch Company began in 2013 with Gaurav Mehta.
Interestingly, Gaurav did not have a background in traditional watchmaking.
Alongside watches, he had a keen interest in old coins, stamps, and Indian history.
He believed that India’s old coins and historical artifacts held more than just monetary value…
They held stories.
And gradually, this thought evolved into a business idea. Gaurav pondered a simple question—
“Could a watch tell the story of India, rather than just telling the time?”
This thought gave rise to the concept of the Jaipur Watch Company.
The brand did not view watches merely as fashion accessories.
Instead, the idea was—
To turn the watch into a wearable piece of history.
Competition in the luxury watch market is fierce.
Swiss brands possess a heritage spanning not just decades, but centuries.
So, how does an Indian startup compete against them?
Gaurav Mehta chose a different strategy.
Instead of copying the competition, create your own identity.
Jaipur Watch Company began combining Indian coins, stamps, miniature art, and traditional designs with their watches.
In other words, the brand didn’t say—
“We will make watches just like the Swiss.”
The brand’s message was—
“We will keep Indian watches truly Indian.”
And gradually, this point of differentiation became the brand’s greatest strength.
In Indian culture, the tiger is not merely an animal.
The tiger is a symbol of power. It is a symbol of strength.
It is a symbol of royalty and authority.
And the tiger’s connection to Rajasthan’s royal imagery makes it feel even more powerful.
Jaipur Watch Company translated this very concept into its famous Baagh collection.
The Baagh collection became one of the brand’s iconic designs.
And to take this successful concept to an even more premium level, there came—
The Royal Baagh.
The Royal Baagh was launched in 2025.
And the most interesting aspect of this watch was its design.
A detailed tiger relief was crafted onto the watch case.
Surrounding the tiger are floral motifs inspired by Indian royal courts and traditional designs.
The case is individually CNC-carved.
Sapphire crystal is used on both the front and the back.
And inside, it features the Japanese Miyota 8215 automatic movement.
A 42mm case…
5 ATM water resistance…
A leather strap…
And a traditional floral dial.
But the true value of the Royal Baagh doesn’t lie in its specifications.
Its real value lies in—
Storytelling.
You look at the watch…
And you see a tiger.
It evokes the feel of a royal garden.
It reflects a touch of Indian craftsmanship.
In other words, the product doesn’t just say—
“I am a watch.”
The product says—
“I represent something.”
A ₹65,000 WATCH — WHY DO CUSTOMERS BUY IT?
It is crucial to understand the business lesson here.
The listed price of the Royal Baagh is ₹65,000, while the hand-engraved version is listed at up to ₹1 lakh.
So, why would a customer buy a ₹65,000 watch?
Just to check the time?
Obviously not.
You can get a watch for ₹2,000 or ₹5,000 just to tell the time.
A luxury customer doesn’t buy a product…
they buy an identity.
And Jaipur Watch Company understood this psychology.
They didn’t turn the product into a mere commodity.
They turned it into a conversation piece.
Something that, when worn, makes someone else ask—
“Hey, which watch is that?”
And allows the owner to share its story.
That is what luxury branding is all about.
THE BRAND’S GREATEST STRENGTH — STORYTELLING
In today’s world, many brands can manufacture similar products.
But copying a unique story is difficult.
In the case of Jaipur Watch Company, the story is built right into the product.
Coins.
Indian history.
Jaipur.
Royal architecture.
Traditional art.
The tiger. Craftsmanship.
And modern watchmaking.
All these elements combine to create a unique identity.
That is why calling the Royal Baagh merely a “watch” would be somewhat incomplete.
It is an Indian luxury product rooted in storytelling.
AND THEN CAME A MOMENT OF MASSIVE ATTENTION
The Jaipur Watch Company’s Baagh design received a major visibility boost when Prime Minister Narendra Modi was seen wearing the brand’s Baagh watch.
Following this, the brand garnered significantly greater public attention.
Sometimes, to grow a brand, it takes more than just advertising…
it requires cultural relevance as well.
The Baagh design had already established a strong identity. Public visibility further amplified that identity. The story didn’t end with that initial success.
Jaipur Watch Company expanded the Royal Baagh line into different versions.
Designs like the Royal Baagh II – Open Heart were introduced.
In other words, the company didn’t let a successful design remain just a single product.
They developed it into a product family. This is also a smart business strategy. If a design creates an emotional connection with customers. then that same design language can be introduced in new versions.
Luxury doesn’t just mean being expensive.
Luxury means— uniqueness + craftsmanship + story + identity.
If you describe a ₹65,000 watch simply as a “₹65,000 watch”…
then the customer will compare—
“What else am I getting for this price?” But if you tell them—
“This watch is inspired by Jaipur’s royal heritage; it features a sculpted tiger on the case and blends Indian storytelling with modern horology…”
Then the game of comparison changes. Now, the customer isn’t just comparing specifications.
They are comparing the experience.
The journey of the Jaipur Watch Company stemmed from a simple yet powerful idea—
That India’s history can be worn on the wrist.
And the Royal Baagh is a perfect example of that idea.
On one hand, a modern automatic movement…
And on the other, Indian royal aesthetics.
On one hand, technology…
And on the other, tradition.
On one hand, luxury…
And on the other, storytelling.
Gaurav Mehta sought to prove that luxury isn’t the exclusive domain of Switzerland, France, or Italy.
India has stories, too. India has craftsmanship. India has culture, and if all of this is packaged with a strong brand identity…
Then even a Jaipur-based company can carve out a unique niche in the luxury market.
The story of the Royal Baagh teaches us a simple business lesson—
Creating a product is relatively easy.
But…
Creating a product that people can connect with—through a story, an emotion, and an identity…
That is true branding.
And perhaps that is why…
The Royal Baagh isn’t just a watch.
It is a story—one that is worn on the wrist.