Apart from the obvious durability and technical superiority, a stunning looking watch is about as coveted as a diamond solitaire.

To this end, a store that boasts of a collection ranging from the likes of Dior, Movado to Rado and Tag Heuer is definitely a haven for watch aficionados.

'Ethos' is one such place that caters to the needs of watch lovers in Mumbai. A first of its kind, Ethos is situated at the Inorbit mall in Malad and is based on an innovative concept that does away with the conventional counter and has their collection displayed on wall-mounted show windows, much like a museum dedicated to the world's best watch brands.

Customers can now have the luxury of appreciating the different aspects of watches without the interference of a salesperson.

In light of the upcoming Olympic Games to be held in Athens, there is also a separated display area for those special brands of watches that have been associated with timing significant sports events. There is also a fascinating display of antique watches that go back more than four decades, courtesy The Watch Heritage Club, a new concept in India for collectors of antique watches.

Customers can feast their eyes on watches from some of the most popular global brands that have established themselves as leading luxury watch makers, with Movado, Dior, Rado, Longines, Bailman being just the tip of the iceberg.