The making of a Nepali watch brand

KATHMANDU: Rajani Shrestha launched ‘Samayawatch.com’ in November 2021. Initially, she uploaded pictures of watches with prices on social media platforms such as Facebook and Instagram. The brand, Samaya, translates to time in English.

Shrestha conducted market research before creating her brand. The research showed that there is a large number of watch enthusiasts in Nepal. “After the study, I realized that a watch is not just a timepiece but also a fashion accessory,” she added. “Thus, I gathered the courage to start this venture.”

However, as there were only a few Nepali brands available for watch enthusiasts, Shrestha decided to manufacture watches in Nepal.

At that time, the situation was unfavorable due to the COVID pandemic’s impact on the global market. Realizing that a significant investment would be risky, she invested Rs 2 million and sourced raw materials from countries like China, Japan, and India. She also imported wood used in wooden watches from Africa and continues. After a long preparation, she began assembling watches in Nepal and posted her first sales information on social media. “I received an order for a watch costing Rs 17,000 the next day,” she shared.

The first order encouraged her. Gradually, the demand started picking up. She started receiving orders from cities outside Kathmandu as well.

Initially, Samaya Watch had ten models, but the company now produces twelve. Everest, Panchhi, Chandra, Vayu, Karma, Jupiter, and Universe, are some of her popular models.

According to Shrestha, the company develops new models based on the choices and interests of buyers. “We send a limited number of watches to the market. For example, we make about 200 watches of one model,” she added.

Samaya watches are not only popular among Nepalis but also among foreigners. Encouraged by the response on online platforms, Samaya Watch opened its showroom at Chhayan Center in Thamel. She has invested over Rs 10 million in the company so far, according to Shrestha.

“We receive equal business from online platforms and the showroom. Many people browse our watches on online platforms and come to the showroom to purchase,” she added.

Samaya Watch offers a two-year warranty on steel watches and a one-year warranty on wooden watches. These watches are priced between Rs 8,000 and Rs 22,000.

While the business is growing smoothly, Shrestha is not currently interested in opening new showrooms. “Since we produce in limited quantities, we cannot open more showrooms,” she said. She, however, added that she was considering adopting the franchise model for business expansion.