About Ethos Limited

Ethos Limited is India’s foremost luxury and premium watch retailer, with a legacy that began in 2003 when it opened its first boutique in Chandigarh under the umbrella of KDDL. Over the last two decades, the Company has built an unparalleled presence in the horology space, growing into a trusted name with 73 stores across 26 Indian cities. Its journey has been marked by innovation and milestones such as launching the digital platform ethoswatches.com in 2011, pioneering certified pre-owned luxury watch retail under the Second Movement brand, and becoming the first Indian luxury watch retailer to go public in 2022 with listings on both BSE and NSE.

The Company’s portfolio spans over 70 global brands and more than 5,000 timepieces, covering premium, bridge-to-luxury, luxury, and high-luxury segments. Beyond watches, Ethos has diversified into high-end jewellery and luxury lifestyle products through Ethos Lifestyle Private Limited, bringing brands like Messika Paris and Rimowa to Indian customers. Its organisational structure also includes Cognition Digital LLP (IT services for retail), Ficus Trading LLC in Dubai (watch trading), and an associate, Silvercity Brands AG in Switzerland, for intellectual property management.

Ethos combines tradition and innovation by blending the refined ambience of its boutiques with a modern omnichannel ecosystem. Its flagship horological hub, the “City of Time” in Gurugram, launched in 2025, spans 22,000 square feet and houses exclusive and multi-brand boutiques, watchmaking zones, and curated lifestyle spaces—cementing its position as a luxury retail destination.

Ethos Limited Business Segment

The Company is exclusively focused on premium and luxury watch retail, complemented by lifestyle luxury products and pre-owned watches through Second Movement. As per its latest disclosures, all revenue originates from this segment, with operations geographically concentrated in India and supplemented by trading activity in Dubai.

Ethos Limited Key Management

• Yashovardhan Saboo – Chairman and Managing Director

• Pranav Shankar Saboo – Managing Director and Chief Executive Officer

• Mukul Krishan Khanna – Executive Director and Chief Operating Officer

• Munish Gupta – Chief Financial Officer

• Saurabh Shrivastava – Vice President – Human Resource

• Rajesh Pandey – National Sales Head

• Juhi Chaturvedi – Head – Merchandising

• Shubham Kandhway – Company Secretary and Compliance Officer
  

Latest Updates on Ethos Limited

• In FY 2025, Ethos continued its expansion strategy with 14 new boutiques across Kochi, Dehradun, Mangaluru, Bengaluru, Kolkata, New Delhi, and Pune. It launched six new exclusive brands, including Christian van der Klaauw, Carl Suchy & Söhne, HAUTLENCE, Singer Reimagined, ID Genève, and Zero Haliburton, thereby enriching its curated portfolio.
• The Company unveiled the “City of Time” in Gurugram—India’s largest horological destination—housing over 50 global brands. It inaugurated the first Messika Paris boutique in India in May 2025, strengthening its footprint in premium jewellery. Ethos also scaled its certified pre-owned business under Second Movement, offering exclusive lounges, warranties, and digital access for authenticity-guaranteed luxury watches.
• Technology remained a focus with the Ethos App, developed with AWS, which integrates AI features like watch comparison and personalised collections. Ethos Watch Care expanded with pick-and-drop after-sales service, reducing complaints by 90% and reinforcing its long-term customer-first philosophy.