A watch doesn’t just tell time; it tells a story. It carries memories, milestones, and the quiet weight of legacy. For Ashoka Watch Company, that story began over 60 years ago, not in a vast boardroom, but on a small counter in the humble town of Jandiala Guru.
This is the story of how a passionate watchmaker’s dream grew into a three-generation legacy.
The First Tick: A Visionary in 1962
In 1962, our grandfather, the late Sh. Ramesh Chandra Dhingra, founded Ashoka Watch Company. He was more than a businessman; he was a visionary and a skilled artisan with a deep passion for the intricacies of time.
His first counter was dedicated to the artistry of timepieces. He began by painstakingly repairing watches, breathing life back into mechanisms that others had given up on. His skilled hands and honest work soon earned him a reputation. From repairs, he expanded into selling renowned brands, bringing world-class craftsmanship and elegance to his local community.
For decades, the Ashoka Watch Company name became synonymous with two words: trust and quality.
A New Generation: Honoring a Legacy
Time, as we know, is unpredictable. In May 2021, we faced a profound loss with the passing of our grandfather. In the wake of his absence, our father, Mr. Puneet Dhingra (Co-Founder & CFO), stepped in, determined to ensure his father’s dream did not falter.
It was a pivotal moment. The world was changing, but the values Sh. Ramesh Chandra Dhingra had built his company on—hard work, honesty, and a personal touch—were timeless. Carrying this legacy forward became not just a responsibility, but an honor.
From Legacy to Evolution: The Third Generation
As the third generation, we—Arpit Dhingra (Co-Founder & CEO) and Sonia Dhingra (Co-Founder & COO)—joined our father with a new perspective. We were not just preserving a legacy; we were determined to evolve it.
We embraced the digital era, launching our website and expanding our presence online. Our mission was to take our grandfather’s vision and share it with every corner of India.
But this new chapter came with new challenges. We were now competing against established giants like Titan and Sonata. We faced hurdles in supply chains, branding, and earning consumer loyalty in a crowded market. Yet, inspired by our grandfather’s resilience, we refused to back down.
The Birth of “AS”: Our Story, Your Watch
This journey led us to a defining decision. If we were to truly honor our 60-year heritage of quality, we couldn’t just be resellers. We needed to create something of our own.
This led to the birth of our own in-house brand: “AS,” affectionately branded under the Ashoka Watch Company name.
“AS” is not just a brand. It is the culmination of our entire story. It’s the promise of our family to yours—a promise of uncompromising quality, authentic craftsmanship, and timeless elegance, accessible to every Indian. It’s the physical manifestation of our grandfather’s original dream, re-imagined for today.
Our Legacy is Our Promise
From a single counter in Jandiala Guru to a growing pan-India brand, our journey has been guided by three generations of passion. We have participated in events at CGC, PITEX, and I.K. Gujral Punjab Technical University, not just to sell watches, but to share our story and connect with our community.
When you wear an Ashoka (“AS”) watch, you’re not just wearing a timepiece. You’re wearing a piece of a 60-year legacy. You’re wearing our family’s promise of quality.
Thank you for being part of our story.
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