~ Titan names Vetra its in-house mechanical movement brand — four Automatics from ₹47,995, 72-hour reserve to GMT, chasing ₹350 crore automatics ~
Bengaluru, September 2026: Titan Company has launched Vetra, an in-house mechanical movement brand that underpins its latest Titan Automatics collection — a bet that Indian watch buyers now ask what’s inside the case, not only how it looks on the wrist.
The Vetra 7A architecture powers four models — Infinium, Dualis, Midnite and Atrium — priced between ₹47,995 and ₹54,995. Specs lean premium: 316L surgical-grade steel, domed sapphire with three-layer anti-reflective coating, and movements hand-assembled and tested to NF S 81-513 and ISO 22810. Complications span a 72-hour power reserve (Infinium), GMT with rotating 24-hour bezel (Dualis), dual-disc big date (Midnite), and offset seconds with open-heart options (Atrium).
Rahul Shukla, Vice-President and Chief Sales & Marketing Officer, Watches Division, Titan Company Limited, said: “Vetra realised through our latest Automatics range is a statement of what Indian watchmaking can create when engineering ambition meets the confidence to build from within. It firmly places Titan within a relatively small global community of watchmakers building in-house mechanical capabilities, while contributing to the emergence of a stronger indigenous horological ecosystem in India.”
On the marketing side, Ranjani Krishnaswamy, CMO, analog watches, told ET BrandEquity that Titan’s automatic cluster has grown fivefold in three years, with sales set to climb from roughly ₹275 crore last year to an expected ₹350 crore this year. The pitch: an Indian movement ready for modern horology — sold through creators and watch communities plus print and airport OOH, as Titan targets 25% share of the segment above ₹25,000.
The name blends Veda (time as an eternal cycle) and Tra (an instrument that channels force into form). For Titan, Vetra is less a one-off SKU drop and more a proprietary platform for future complications and premium storytelling.
Marketing take: When the category shifts from fashion-on-wrist to engineering-on-wrist, the brand that owns the movement owns the next premium conversation. Titan is selling Vetra as capability, not just case design.
