Ethos Limited opens 100th boutique in Indore
Ethos Limited has inaugurated its 100th boutique at Treasure Island Mall in Indore, marking a significant milestone in its expansion across 32 cities. The new boutique offers a range of luxury, premium, and sports watch brands, reinforcing the company's position as India's largest luxury watch retailer. This achievement highlights over two decades of growth and a commitment to delivering exceptional luxury experiences.

*this image is generated using AI for illustrative purposes only.
Ethos Limited has inaugurated its 100th boutique at Treasure Island Mall in Indore, marking a defining milestone in the company's journey as India's largest luxury watch retailer. The announcement was made through a regulatory filing under Regulation 30, communicated to both BSE Limited and the National Stock Exchange of India Limited, and accompanied by a press release for general dissemination.
New Boutique in Indore
The newly launched boutique is located at G-12A, Ground Floor, Treasure Island Mall, 11 Tukoganj Main Road, Indore. The boutique offers an exceptional range of prestigious international watch brands spanning luxury, premium, and sports segments. This opening follows the recent inauguration of a boutique at Phoenix Mall of Asia in Bengaluru, and brings the company's total network to 100 boutiques spread across 32 cities pan India.
Key details of the latest boutique opening are summarised below:
| Parameter: | Details |
|---|---|
| Latest Boutique Location: | Treasure Island Mall, Indore |
| Announcement Date: | May 15, 2026 |
| Total Boutiques in India: | 100 |
| Cities Covered: | 32 |
| Regulatory Filing: | Regulation 30 |
A Journey of Over Two Decades
This 100-boutique milestone is the result of over two decades of growth, with Ethos expanding from a single boutique to a pan-India network. The company has steadily evolved its retail experience through mono boutiques, Summits, and Haute Horology boutiques. Most notably, Ethos created City of Time in Gurugram — India's first and only 22,000 sq. ft. luxury watch lifestyle destination, featuring a dedicated watchmaking zone, a cigar and private viewing lounge, and an in-house bar, among other offerings.
Leadership Speaks on the Milestone
On this occasion, Pranav Saboo, Managing Director & Chief Executive Officer, Ethos Limited, expressed, "Reaching 100 boutiques is a moment of immense pride for everyone at Ethos — our teams, our brand partners, and above all, our loyal customers who have been part of this journey. Each boutique we have opened is a testament to the trust that watch enthusiasts across India have placed in us. This milestone is not just a number; it is a reflection of a family that has grown together; bound by a shared love for horology and a relentless pursuit of excellence. As we celebrate this landmark, we remain deeply committed to bringing the very best of global watchmaking closer to our customers, wherever they are."
Yashovardhan Saboo, Chairman, Ethos Limited, stated, "Reaching 100 boutiques is a wonderful feeling and an absolutely amazing achievement for the entire Ethos team. What began with a passion for watches and the belief that India was ready for luxury Swiss watches sold in an international and professional way has today become a defining journey for the brand. Over the years, Ethos has always believed in anticipating the future of luxury retail, whether it was opening stores in malls, domestic airports, larger format boutiques or embracing independent brands much before time. More than the number itself, this milestone represents the incredible efforts, dedication and trust of everyone who has been part of the journey. At the core of Ethos' success has been a constant vision backed by strong values, especially respect for our brand partners, customers and above all, our team. As Ethos enters its next chapter, I hope the journey ahead continues to be just as exciting and inspiring."
About Ethos Limited
Ethos Limited is one of India's largest luxury and premium watch retailers, founded in 2003 and publicly listed on BSE Limited and the National Stock Exchange of India Limited since May 30, 2022. Its current portfolio comprises 75+ premium luxury watch brands. Ethos has also marked its foray into jewellery with Messika and became the retailer of German luxury luggage manufacturer RIMOWA in India. The regulatory disclosure was signed by Munish Gupta, Chief Financial Officer of Ethos Limited, on May 15, 2026.
Source: None/Company/INE04TZ01018/618eb2123bfd4110.pdf
Historical Stock Returns for Ethos
| 1 Day | 5 Days | 1 Month | 6 Months | 1 Year | 5 Years |
|---|---|---|---|---|---|
| -0.58% | -0.95% | -0.94% | -23.99% | -14.10% | +205.14% |
What is Ethos Limited's target for boutique expansion over the next 3-5 years, and which untapped Indian cities or international markets are being considered?
How might Ethos leverage its 100-boutique network to strengthen its recently launched jewellery and luxury luggage segments beyond watches?
Will Ethos replicate the 'City of Time' concept from Gurugram in other major metros, and how could such experiential retail formats impact its revenue per square foot?


































