"Not only there are a large number of choices in terms of brands, but also a highly varying price range in the market. It is very confusing and can easily puzzle one whether a given product is really a genuine one," he said. There are too many brands of watches in the market, from road side shops to authorised showrooms, and their prices range from Rs 65 to Rs 250,000 per piece, said Sudarshan Shrestha, manager of Time Watch Company.

"But watches priced below Rs 400 are mostly assembled illegally and largely contain duplicate parts which will not serve consumer for a long-term," he added.

The Japanese brands as usual are the largest sold watches in the country. This is due to the durability and the price factor, which is generally affordable to a wider middle class. Among the Japanese brands, Citizen, Q&Q, Fuji Time, Casio and Seiko are the most saleable watches and their prices range from Rs 500 to Rs 20,000.

The Q&Q is the cheapest Japanese watch and its price ranges from Rs 500 to Rs 1,200 per piece. However, its average life is shorter than other Japanese brands, said proprietor of Time Traders.

The price of Citizen watch in the market ranges from Rs 2,000 to Rs 15,000 and the suppliers even issue a guarantee card on the product for a year. Its average life is 10 years. The price of Fuji Time, a new brand which is doing good business of late, ranges from Rs 1,200 to Rs 3,500 and comes with a year's guarantee and its average life too is 10 years. If one is looking for Swiss brands, then there are choices like Tissot, Rado and Rolex. But these are the costlier brands. Tissot is among the cheapest of Swiss brands. Its price ranges from Rs 10,000 to Rs 40,000 per piece.

While price for Rado runs from Rs 26,000 to Rs 200,000, that of Rolex is Rs 250,000. But both these watches have select consumers and relatively less sales. Omega is another Swiss brand that one can find in the market. But it is largely supplied on personal basis, as there is no official distributor of it in India.