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Titan Brands In-House Movements as Vetra, Elevating Watchmaking Status
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Firstpost•20-09-2026, 12:01
Titan Brands In-House Movements as Vetra, Elevating Watchmaking Status
- •Titan has branded its in-house mechanical movements as Vetra, aiming to be recognized as a serious watch manufacturer.
- •The Vetra platform provides greater control over watch design and expands complication offerings, powering Titan's new Automatics range.
- •Branding movements like Vetra gives Titan 'technical equity,' making it not just a watch brand but also a capable watchmaker, according to CMO Ranjani Krishnaswamy.
- •Developed over a decade, the Vetra architecture is designed for continuous evolution, with future plans for advanced complications and improved performance.
- •With current production at 100,000 movements annually, Titan aims to join a small global community of watchmakers with in-house mechanical capabilities, potentially supplying Vetra to other brands in the future.
Key Questions Answered
Titan has branded its existing family of in-house mechanical movements as Vetra to gain technical equity, enhance its visibility as a serious watchmaker, and provide greater control over its watch designs and complications. Branding the movement signals capability as Indian consumers increasingly research movements before purchasing.
The new Automatics range consists of four watches powered by different versions of the Vetra 7A architecture: Infinium, Dualis, Midnite, and Atrium. These watches are priced between Rs 47,995 and Rs 54,995.
Titan Company is targeting Rs 350 crore in revenue from its mechanical watches business by the end of FY27, growing from about Rs 250 crore at the close of the previous financial year.
