Swiss luxury watchmaker Tag Heuer, part of the LVMH group, is strategically focusing on India, where demand for Swiss watches has surged by 26% early this year. The brand plans to open boutique shops in major cities like Delhi, Mumbai, and Bengaluru to cater to the growing middle class, hoping to make India the leading market in the Europe, Middle East, and Africa (EMEA) region within the next five years. Despite a global profit slide for LVMH, India's luxury watch market is thriving, with Swiss watch sales reaching approximately ₹3,500 crore (roughly $420 million USD). However, the average Indian consumer spends €3,000, which is about 25% below the global average of €4,000. Tag Heuer aims to convert these entry-level buyers into long-term collectors of high-end watches, reflecting a broader trend in India's luxury market where consumers start with more accessible products before moving up the value chain. The company emphasizes a cautious expansion strategy, acknowledging the need for localization in its approach to different Indian markets.