As global luxury brands deepen their roots in India, retail design is being redefined as immersive experiences shaped by hospitality and culture. Luxury is no longer measured just by exclusivity or display. It is expressed through belonging, storytelling, and the ability to create worlds that invite engagement. City of Time, located within Gurugram’s vibrant Emaar precinct, is a response to this shift, becoming a destination where design frames not just products but contemporary ways of living.

Designed as an experiential journey, the project brings together two multi-brand outlets and seven international mono-brand boutiques into a single, uninterrupted avenue. The layout stretches along the building’s facade with MBO1 and MBO2 at either end and brands such as Breitling, Panerai, and Ulysse Nardin forming a curated sequence in between. Each boutique asserts its individual identity while contributing to a cohesive design language, creating an expansive yet exclusive experience.

MBO1 acts as a defining expression of this vision. The space is structured across three distinct yet interlinked zones: a retail floor dedicated to luxury timepieces, an open bar designed as a social nucleus for brand launches and conversations, and a cigar lounge equipped with a precision-engineered humidor and specialised ventilation. Together, these spaces transform retail into a series of rituals—browsing, interaction, pause—designed to engage the senses and extend the experience far beyond conventional shopping.

MBO2 builds upon this narrative by integrating learning and storytelling into its framework. In addition to retail, the space includes a coffee bar, an Audio-Visual lounge, and classrooms dedicated to watchmaking. Craftsmanship is revealed through experience, allowing visitors to engage with the process, precision, and heritage that define luxury watches.