D2C watch brand Bruno Milano raises Rs 7.5 Cr led by Sauce VC

Bruno Milano has raised Rs 7.5 Cr in a round led by Sauce VC. Titan Capital took part, along with angels Arjun Purkayastha, Roman Saini of Unacademy and Kitty Agarwal.

The brand sells hand finished quartz and chronograph watches priced between Rs 2,000 and Rs 5,000. Collections carry the names Vittorio Chrono, Ambrosiana Chic and Duomo Heritage. It also runs a customised corporate gifting line. Sales go through its own website, ecommerce platforms and quick commerce. The brand was founded in 2024. No revenue, order volume or customer numbers were disclosed.

Quick commerce for a considered purchase

The odd item in that channel mix is quick commerce. A watch at Rs 2,000 to Rs 5,000 is not an impulse buy for most Indian shoppers. It gets compared, read about, sometimes tried on a wrist. Ten minute delivery does not solve any of those steps. What it does solve is last minute gifting, which is real, seasonal demand, and it sits logically next to the corporate gifting line.

So the team has one question to answer. If quick commerce is doing the gifting job, the assortment there should not match the website. Fewer collections, gift ready packaging, price points that read as a gift. If the full catalogue is simply pasted across, conversion will be thin and cost per order high, and the data will look like quick commerce does not work for watches when the actual problem is assortment.

Any accessory brand testing the same route should measure it on its own. Track conversion on quick commerce separately from the website, never blended. Watch damage and return rate, because watches travel badly through dark store handling. And check whether quick commerce orders cannibalise marketplace orders in the same pin codes or add to them. Run that through one full festive cycle before you decide the channel works.