Jatin Chandyok, Founder & Director, Elite Hours

In the rarefied world of luxury watches, where every ticking second tells a story of craftsmanship, legacy and aspiration, Jatin Chandyok, Founder & Director, Elite Hours, has made an indelible mark. A horology enthusiast with an entrepreneur’s instinct and an eye for opportunity, Jatin’s tryst with the fascinating world of timepieces began remarkably early… at just 17.

What started as an early fascination gradually evolved into an enduring passion, years of hands-on experience and, eventually, a compelling business vision: to transform the way India buys, sells and experiences pre-owned luxury watches.

Enter Elite Hours… his answer to a market brimming with coveted timepieces but hungry for greater transparency, trust and expertise. Jatin recognised that while the allure of a pre-owned Rolex, Cartier or Omega was undeniable, the journey to owning one could often be fraught with questions.

Was it authentic? What was its history? Had it been properly serviced? And, most importantly, could the buyer trust the transaction? Rather than simply identify these gaps, he set out to change the narrative.

With Elite Hours, Jatin is giving pre-owned luxury a decidedly more sophisticated makeover. Think authenticated timepieces, meticulous technical assessments, expert servicing, personalised consultations, a two-year warranty and a buying-and-selling experience designed around confidence rather than compromise. His philosophy is refreshingly clear: pre-owned should never mean second-best. It should mean discovering an exceptional timepiece, with the assurance that every important detail has been considered.

Here, in an exclusive conversation with Sumita Chakraborty, Founder & Editor-in-Chief, TheGlitz , Jatin Chandyok, Founder & Director, Elite Hours, gets candid about his journey from a 17-year-old entering the watch business to building a distinctive luxury venture – Elite Hours, India’s evolving obsession with fine timepieces, the art of authentication, and why the future of luxury horology is about much more than owning a prestigious name on your wrist.

Over To Jatin Chandyok, Founder & Director, Elite Hours

The Entrepreneurial Spark: From Passion to Purpose – What inspired you to establish Elite Hours, and was there a defining moment when you recognised the need for a more transparent, trustworthy and personalised experience in India’s pre-owned luxury watch market? What gaps did you set out to address when you first launched the brand?

My journey in the watch business began when I was just 17. Over the years, I developed a deep understanding of timepieces, the people who collect them, and the importance of trust in every transaction.

Elite Hours was born from the belief that buying a pre-owned luxury watch should be as reassuring and rewarding as buying a new one. A watch is more than an accessory; it represents craftsmanship, heritage and, often, a personal milestone. I saw an opportunity to create a platform where collectors could access coveted timepieces while receiving the transparency, expertise and personalised attention they deserved.

As the pre-owned market evolved in India, I recognised that while consumer interest was growing, questions around authenticity, condition, pricing and after-sales support could make the buying process challenging, particularly for first-time buyers. There was a need for a more structured experience that would allow customers to make informed decisions without feeling overwhelmed by the technicalities or uncertainties associated with pre-owned luxury.

With Elite Hours, we set out to address these concerns through carefully curated inventory, professional authentication, transparent communication and personalised guidance. From the beginning, our focus has been on building a business founded on credibility, genuine product knowledge and long-term relationships.

For me, Elite Hours has never been just about buying and selling watches. It is about creating an experience in which customers feel confident about what they are purchasing and assured that they have made the right decision long after the transaction is complete.

The Trust Equation: Authenticity Beyond the Dial – In the world of luxury watches, provenance and authenticity can make or break a purchase. How does Elite Hours authenticate its timepieces, and what checks go into ensuring that a buyer can invest in a pre-owned watch with confidence? How do you tackle concerns around counterfeits, undisclosed modifications and a watch’s service history?

Trust is the foundation of everything we do at Elite Hours. In the pre-owned luxury watch market, authentication requires technical expertise, attention to detail and a process that goes beyond examining the dial or external finish.

Every timepiece we consider undergoes appropriate verification by our watch consultants and technical team. This includes examining the case, dial, hands, markings, reference and serial details, as well as assessing the movement, functionality and overall condition. We also evaluate whether the watch’s components are consistent with the specifications of its particular model and reference.

We pay close attention to signs of aftermarket parts, undisclosed modifications, refinishing and component replacements, as these can influence a watch’s authenticity, desirability and value. Where available, original boxes, warranty cards, invoices and service records provide additional context about the timepiece’s history. However, documentation alone is never a substitute for a thorough physical inspection.

We also recognise that a genuine watch may have undergone servicing or component replacement during its lifetime. The important thing is to distinguish between what is original, what may have been replaced and what is known about the watch’s history. Where documentation is unavailable or certain aspects of a watch’s history cannot be established, we believe these limitations should be communicated transparently.

Our responsibility extends beyond identifying a genuine timepiece. It involves helping buyers understand its condition, available documentation and ownership considerations before making a purchase. Our two-year Elite Hours warranty, subject to the applicable terms and conditions, provides an additional layer of assurance.

Ultimately, trust is earned through consistency and accountability. We want customers to understand exactly what they are buying, feel comfortable asking questions and have confidence in the expertise supporting their purchase.

Pre-Owned, Not Second Best: Changing the Luxury Mindset – Pre-owned luxury is increasingly being viewed as a considered way to access coveted timepieces rather than simply a budget alternative to buying new. How is the Indian consumer’s attitude towards pre-owned watches evolving, and do you see younger collectors approaching watch ownership differently from traditional luxury buyers?

The perception of pre-owned luxury watches in India is gradually moving beyond the idea of purchasing something at a lower price. Consumers are increasingly recognising the category for what it offers in its own right: access, choice and the opportunity to own timepieces with distinctive designs, heritage and stories.

One of the most interesting aspects of this shift is the growing appreciation for discontinued models and specific references that may no longer be readily available through conventional retail channels. For many enthusiasts, the appeal lies in finding a watch that reflects their personality rather than simply purchasing the latest release.

Younger consumers are approaching luxury watch ownership with a more research-driven mindset. They are digitally informed, compare different references, explore market trends and engage with online watch communities before making a purchase. They are also increasingly interested in understanding the craftsmanship, engineering and history behind a timepiece.

Traditional luxury buyers, meanwhile, may place greater emphasis on established preferences, brand familiarity and long-term ownership. However, these motivations often overlap. Regardless of age or experience, buyers ultimately want quality, authenticity and confidence in their purchase.

I believe the real shift is that pre-owned watches are increasingly being considered on their own merits. For the right buyer, purchasing pre-owned is not a compromise or simply an alternative to buying new. It can be a deliberate choice to acquire a particular reference, discover something distinctive or build a collection around individual interests.

As awareness and professional standards improve, I expect pre-owned luxury watches to become an increasingly established part of India’s broader luxury ecosystem.

The Investment Question: Passion, Value and Resale – Luxury watches often sit at the intersection of craftsmanship, personal passion and financial aspiration. How should buyers distinguish between a watch they genuinely love and one they expect to appreciate in value? What factors… brand heritage, rarity, condition, provenance or market demand, most influence a pre-owned watch’s resale value?

My advice to any buyer is simple: purchase a watch because you appreciate it first, and consider its financial value second.

Luxury watches can retain their value, and certain references have appreciated over time. However, not every luxury watch is an investment, and no brand or model can guarantee future returns. Market conditions change, consumer preferences evolve, and even watches from the same brand can perform very differently depending on the model and reference.

Several factors influence resale value. Brand heritage and the desirability of a particular model establish an important foundation, while supply, rarity, condition and the originality of its components can significantly affect demand. Provenance, service history and the availability of original documentation can also influence buyer confidence. However, rarity alone does not guarantee desirability; there must be a market of buyers interested in that particular timepiece.

Condition is especially important in the pre-owned segment. An original, well-maintained example of a desirable reference may appeal more strongly to collectors than a watch that has undergone extensive or undocumented modifications.

Buyers should also understand the difference between a retail price, a realistic resale price and a dealer’s buying price. These are three different figures, influenced by market demand, servicing requirements, authentication, operating costs and the time a watch may remain in inventory.

At Elite Hours, we encourage buyers to research the specific reference, understand its market history and assess its condition before making a decision. The objective should be to make an informed purchase rather than speculate on future appreciation.

If a watch retains its value well or appreciates over time, that is certainly a welcome advantage. But the strongest purchase is one that continues to bring its owner enjoyment through its craftsmanship, design and personal significance, regardless of how its market price moves.

Beyond the Purchase: Servicing, Warranty and Aftercare – Elite Hours combines authenticated timepieces with expert servicing and a two-year warranty. Why is after-sales support so important in building consumer confidence in the pre-owned segment, and how do you ensure that a watch’s condition, maintenance requirements and ownership history are communicated transparently to its next owner?

In luxury watch retail, the relationship should not end when the customer makes a purchase. In many ways, that is when the long-term relationship begins.

A mechanical watch is a precision instrument that requires appropriate care and periodic maintenance. In the pre-owned segment, its servicing requirements and condition depend on several factors, including its age, movement and previous usage. Buyers need to understand these considerations before making a decision.

At Elite Hours, we see after-sales support as an essential part of the overall ownership experience. Our technical expertise allows us to assess timepieces before they are offered for sale, evaluate their condition and performance, and identify servicing or maintenance requirements where necessary.

Our two-year Elite Hours warranty, subject to the applicable terms and conditions, provides customers with additional reassurance beyond the purchase itself. We believe this is particularly important for buyers entering the pre-owned market, as it gives them an added layer of confidence when choosing a timepiece with an existing ownership history.

Transparency is equally important. Not every pre-owned watch comes with a complete service history, and it is not always possible to reconstruct every stage of its life. Our approach is to communicate the information available, clearly explain the watch’s condition and documentation, and ensure that customers understand any known limitations or maintenance considerations.

For us, a successful transaction is not simply one in which a watch is sold. It is one in which the customer feels confident enough to return, recommend us to someone else and continue building their collection with Elite Hours.

Ultimately, after-sales support is about accountability. It demonstrates that our commitment extends beyond the transaction and reflects the standards we want customers to associate with our business.

Gurugram and Beyond: Expanding India’s Watch Culture – Your recent expansion into Gurugram marks another step in Elite Hours’ growth. What does this market tell you about the appetite for luxury watches in India, and how do buying preferences differ across India’s emerging luxury hubs? As the business grows, how do you plan to preserve the personal, relationship-led experience that collectors value?

Our expansion into Gurugram reflects our confidence in the growing opportunity for organised pre-owned luxury watch retail in India. The city has a strong ecosystem of entrepreneurs, professionals and luxury consumers who are increasingly exposed to international brands and global collecting trends.

What makes Gurugram particularly interesting is the diversity of buyers. Some customers are experienced collectors looking for specific references, while others are exploring luxury watches for the first time. There are also buyers who associate a timepiece with a personal milestone, such as a professional achievement or an important occasion.

Buying preferences can vary across India’s luxury markets, depending on individual lifestyles, purchasing motivations and familiarity with watch collecting. Some customers gravitate towards established icons from brands such as Rolex, Cartier and Omega, while others are interested in discontinued models, less common references or watches that align with their individual collecting interests.

What matters to us is understanding the customer rather than assuming that every buyer or market behaves in the same way. A first-time buyer may need guidance on brands, references, maintenance and ownership costs, whereas an experienced collector may be looking for a particular model or a well-priced opportunity.

Our physical presence allows customers to examine a timepiece closely, understand its proportions and condition, and have a detailed conversation with someone who understands the product. At the same time, digital channels enable us to connect with collectors beyond our immediate geographical markets. We see these channels as complementary, each serving a different part of the customer journey.

As Elite Hours expands, preserving our relationship-led approach will remain a priority. Growth should strengthen our ability to serve customers, not dilute the personal attention that builds confidence and loyalty.

Our ambition is to expand with discipline, maintain consistent standards and make Elite Hours a trusted name for collectors across India. The objective is not simply to reach more customers, but to ensure that every customer continues to receive the expertise, transparency and care that define our approach.

The Future of Horology: What’s Next for Elite Hours? – As digital marketplaces reshape luxury retail, what will define the next chapter of India’s pre-owned watch industry? Do you see opportunities in digital authentication, collector communities, international sourcing or more seamless buy-back and exchange models? And ultimately, what would you like Elite Hours to change about the way India buys, sells and experiences luxury timepieces?

I believe the next chapter of India’s pre-owned luxury watch industry will be defined by three things: trust, accessibility and professionalism.

Digital platforms have already made it easier for buyers to discover watches, compare references and explore options beyond their immediate geographical markets. The next step is to make the entire ownership journey more seamless, from authentication and condition disclosure to purchase, servicing and resale.

Technology will play an important role in this evolution. Better digital records, more transparent inventory information and improved verification processes can help customers access relevant information and make more informed decisions. However, technology must complement genuine horological expertise rather than replace it. In a category where authenticity and technical condition are so important, careful physical examination and specialist knowledge remain essential.

I also see considerable opportunity in building stronger collector communities. Watches are deeply personal objects, but they are equally connected to shared interests in craftsmanship, engineering, design and heritage. Creating opportunities for enthusiasts to exchange knowledge, discover interesting references and engage with people who share their interests can help watch-collecting culture grow in India.

Buy-back and exchange models are another important area of opportunity. As collectors develop their interests, they may want to move from their first luxury watch to a more sophisticated reference, explore a different brand or refresh their collection. A transparent and professionally managed process can make these transitions easier by helping customers understand how their watches are evaluated and what influences the value offered to them.

For Elite Hours, our ambition is to build a comprehensive luxury timepiece business that brings together carefully selected inventory, credible authentication, knowledgeable guidance and dependable after-sales support. Over time, we also see opportunities to expand into adjacent categories, including luxury bags and pens, while remaining rooted in the expertise and trust we have built in watches.

Ultimately, I would like Elite Hours to contribute to a fundamental change in how India approaches pre-owned luxury. It should no longer be viewed as a market where buyers have to take a chance, but as one where they can make an informed, confident and rewarding choice.

For us, the future is about creating an ecosystem in which customers feel supported at every stage of ownership. I would like Elite Hours to become a name that collectors associate not merely with the watches we sell, but with the confidence they feel when they buy from us. That, to me, is the real measure of building a lasting business.

TheGlitz Take: Time to Give Pre-Owned Luxury Its Due

Luxury is not merely about owning a prestigious name; it is about appreciating the craftsmanship, heritage and stories behind it. And when it comes to luxury watches, authenticity and trust should be non-negotiable. We love what Jatin Chandyok is setting out to achieve with Elite Hours. By bringing greater transparency, professional authentication, expert servicing and customer assurance into India’s pre-owned watch market, he is helping rewrite the rules of the game.

His biggest achievement could well be changing the perception that pre-owned means second-best. That’s because a coveted timepiece deserves more than a glamorous display case; it deserves a credible journey from one wrist to another. And with India’s appetite for luxury horology ticking upwards, Elite Hours could be perfectly positioned to make every luxe second count.

Our verdict? A little less uncertainty, a lot more horological passion, and luxury that comes with the reassurance of knowing exactly what you’re wearing. Now, that’s timeless thinking!