The growing middle and upper-income population in Indonesia has led to an increasing number of people investing in their appearance, such as fashion and beauty. Branded watches are among such investments—valued not only for fashion purposes but also as a symbol of affluence and status.

This article provides a comprehensive overview of the branded watch market in Indonesia, including its size, popular brands, points of sale, and Japanese companies entering the market. If you are interested in the branded watch scene in Indonesia, we hope this article serves as a helpful reference.

The Branded Watch Landscape in Indonesia

According to Statista, a platform that investigates trends across various industries and consumer behaviors, the market size of branded watches in Indonesia is projected to reach approximately USD 28.65 million (JPY 4.296 billion) in 2024. The market growth rate between 2024 and 2028 is forecasted to be 3.3%.

With the growing middle and upper-income population in Indonesia, the branded watch market is expanding to meet the needs of this demographic. Among the wide array of branded watches, Swiss-made watches are especially in demand due to their superior craftsmanship, quality, and sophisticated design.

Reference: Statista “Luxury Watches – Indonesia”

Thriving Watch Enthusiast Communities in Indonesia

In Jakarta, the watch enthusiast community Jakarta Watch Exchange (commonly known as JWX) is gaining momentum.

This community regularly organizes events centered around branded watches. For instance, in 2023, they held the “Jakarta Watch Exchange Show 2023” in Jakarta. The event featured luxury watch exhibitions and sessions on how to maintain high-end timepieces.

Although the ability to purchase luxury watches is still limited to a financially privileged few, organizations like JWX are helping raise awareness and energize the market through such events.

These exhibitions are held regularly, and you can either check them through their channels or contact our company to arrange a local tour.

Reference: Jakarta Watch Exchange

Popular Branded Watches Among Indonesians

Below are three representative branded watches that are particularly favored by Indonesians.

Patek Philippe

Patek Philippe is a Swiss watch brand established in 1839. While inheriting the traditional watchmaking techniques of Geneva, Switzerland, it has evolved to meet modern-day demands. Together with Audemars Piguet and Vacheron Constantin, it is considered one of the “Big Three” in the world of watches.

The brand is known for its timelessly elegant designs, the rarity of each model—produced in only dozens to hundreds of units—and intricate hand-finished decorations.

Popular models include the round “Calatrava,” known as the most beautiful design, and the “Nautilus,” aimed at those with active lifestyles.

Reference: Patek Philippe “Manufacture Value”

Rolex

Rolex, which enjoys strong popularity in Japan, also has a significant fan base in Indonesia. The brand was founded in Switzerland in 1905 and is renowned as the world’s first wristwatch brand to feature waterproof capabilities, an automatic winding system, and a calendar function.

The brand is distinguished by its unwavering commitment to simplicity. For example, the “Sky-Dweller” released in 2012 includes an annual calendar function achieved by adding only four gears and two gear ratios to the existing date display mechanism. This simplicity ensures that wearers can adjust the time and date with ease and without stress.

Reference: Rolex “Simplicity”

Richard Mille

Richard Mille is another Swiss watch brand, with its first model launched in 2001. Although it has a shorter history compared to the aforementioned brands, its debut collection of just 17 limited-edition units sold out immediately upon release, garnering widespread attention.

Many of the brand’s watches are priced well into the tens of millions of yen (hundreds of thousands of USD), and they are favored by Indonesia’s ultra-wealthy individuals.

By using unconventional materials such as those used in aircraft and Formula 1 race cars, Richard Mille has achieved the production of lightweight, low-impact watches suitable for everyday use.

Reference: Richard Mille “Concept”

Rising Popularity of Indonesia’s Domestic Watch Brand SOLDAT

Beyond Swiss-made watches, the Indonesian domestic brand SOLDAT has recently been gaining attention.

SOLDAT was founded by entrepreneur Jesse Prawiro, driven by his passion to create a watch brand that represents Indonesia. Sales began in 2017 under this vision.

All SOLDAT watches are custom-made in Japan, incorporating Japanese craftsmanship into the final products. The brand is well-received for its Swiss-inspired design and the high-quality finish achieved by skilled artisans.

Reference: SOLDAT

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Company Formation in Indonesia

Official Distributors of Branded Watches in Indonesia

Next, we introduce the official distributors of the popular branded watches mentioned above, located within Indonesia.

Official Distributor of Patek Philippe

Patek Philippe’s official distributor is Cortina Watch, located inside the upscale Jakarta shopping mall Plaza Indonesia.

Cortina Watch is a luxury watch retailer founded in Singapore and serves as an authorized dealer for various prestigious brands.

Reference: Plaza Indonesia “Cortina Watch”

Official Distributor of Rolex

There are several official distributors of Rolex in Indonesia, with The Time Place, located within Plaza Indonesia, being among the most well-known.

The Time Place is an Indonesian watch retailer that offers attentive customer service provided by staff with specialized knowledge required for selling Rolex watches.

In addition to Plaza Indonesia, The Time Place also has locations in shopping malls such as Plaza Senayan and Pacific Place in Jakarta, as well as Tunjungan Plaza in Surabaya.

Reference: THE TIME PLACE “Our Boutiques”

Official Distributor of Richard Mille

The official distributor of Richard Mille is also located within Plaza Indonesia.

Reference: Richard Mille “RICHARD MILLE JAKARTA”

Plaza Indonesia houses not only the three brands introduced above, but also other high-end watch brands like Audemars Piguet and OMEGA, as well as casual brands like DANIEL WELLINGTON.

Among the many shopping malls in Jakarta, Plaza Indonesia stands out for its concentration of branded watch boutiques, making it an ideal spot for those wanting to explore multiple brands.

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Watch Dealers Concentrated in Plaza Blok M

For those looking to purchase pre-owned branded watches in Jakarta, Plaza Blok M is a prominent destination. Here, you can find ultra-luxury watches priced as high as IDR 1 billion (approximately USD 63,800) as well as more accessible options around IDR 10 million (approximately USD 638).

If your company is considering entering the branded watch resale market in Indonesia, this article will be particularly useful. Should you plan a site visit, the Blok M area, centered around this mall, is a must-see.

In addition to watches, businesses engaged in gold buying and other resale operations are present here, offering valuable insights for those exploring resale opportunities. While Blok M is a key hub, there are other malls and areas worth visiting. If you are interested, please contact us directly.

Below, we introduce some of the major watch dealers in Plaza Blok M, a popular destination for watch enthusiasts.

Jamtangan.com

Image/Source: Jamtangan.com

Founded in Surabaya in 2015, Jamtangan.com is a retailer offering watches across a broad price range. While it is best known for its e-commerce platform, the brand also operates physical stores in cities including Jakarta, South Tangerang, Bekasi, Bogor, and Surabaya.

It offers a wide selection of watch brands. Among luxury brands, it carries Casio, Fossil, and Spinnaker, among others. When purchasing a new watch at a Jamtangan.com location, customers are entitled to a free battery replacement for their existing watch.

Reference: Jamtangan.com “10 Toko Jam Tangan Terdekat Jamtangan.com: Lokasi Tersebar di Seluruh Indonesia”

Legacy Timepieces

Legacy Timepieces specializes in the purchase, sale, and exchange of luxury watches such as Rolex and Hublot. The shop is known for offering renowned and popular brands, as well as rare models that are difficult to acquire.

Luxury branded watches often have limited maintenance options, but Legacy Timepieces provides services such as care, maintenance, and repair by experienced technicians.

Additionally, they offer replacement of aged parts with genuine spare parts and include a one-year warranty, ensuring a secure purchase experience.

Timeology

Image/Source: Timeology shop

Since its founding in 2014, Timeology has become a popular destination for Indonesian watch enthusiasts seeking their favorite timepieces.

They guarantee that all their watches are 100% authentic and offer a refund if any item is found not to be genuine, thereby maintaining a high level of trust.

The store carries brands such as Rolex, Audemars Piguet, OMEGA, and Bvlgari. Furthermore, in 2022, Timeology began operating a blog providing information about luxury branded watches, further expanding its communication efforts.

Reference: Timeology “about”

Seiko Watch’s Expansion into Indonesia

Among the Japanese branded watch companies that have successfully expanded into Indonesia, Seiko Watch stands out. One of the reasons behind the brand’s success in Indonesia is its bold promotional strategy, such as placing large posters at major train stations frequented by commuters.

Models that gained particular popularity overseas, including Indonesia, include the “SBGA211” and “SBGA011,” collectively known as the “Snowflake.” Characterized by their soft, snow-like tones, these designs evoke the seasonal beauty of Japan and have attracted considerable attention.

The growing popularity of SOLDAT—an Indonesian brand that incorporates Japanese craftsmanship—also reflects a widespread trust in Japanese engineering and a strong interest in purchasing Japanese-made branded watches.

To the Seiko representatives reading this article, we would love to explore potential collaborations in Indonesia. Please feel free to contact us—we look forward to hearing from you!

Potential of High-End Watches in Indonesia

In Jakarta, the capital of Indonesia, office workers are earning higher incomes, making branded watches priced in the tens of thousands of yen a familiar purchase. A visit to a shopping mall often reveals a number of branded watch boutiques.

At branded watch exhibitions, it’s not uncommon to see displays of other luxury goods and wine tastings held simultaneously—indicating promising potential for the luxury business aimed at affluent customers.

Since Japanese brands like Seiko Watch have already been well received in Indonesia, those interested in branded watches or the luxury business should consider researching the success stories of Japanese companies. For companies interested in exploring the Indonesian market, please do not hesitate to contact us.