Bollywood star Ayushmann Khurrana has been roped in as brand ambassador for premium watch retailer Just In Time, coinciding with their flagship boutique opening in New Delhi’s Connaught Place on March 9, 2026, to target style-savvy youth.
Strategic Push into North India Premium Market
Founder Raju Chheda praised Khurrana’s “credibility and modern Indian voice”; CEO Ronak Shah eyes 45-50 new stores by 2027 for pan-India reach, leveraging 85 existing boutiques across 18 cities retailing 50+ global brands like Rado and Tissot.
Riding Premiumisation Wave Post-EU Trade Deal
India’s watch boom—as fashion statements, not just timepieces—fuels growth, aided by duty cuts on Swiss imports; Khurrana’s relatable persona aligns with aspirational teens in smaller towns embracing luxury.
