When you pay as much for a watch as you would for a small car, a bit of security wouldn’t go amiss, especially in these penny-pinching times. The Ethos Swiss Watch Studio offers a free insurance scheme when you buy a Tag Heuer watch from it.

Test of time: A Tag Heuer Carrera watch

The good news for those contemplating a Tag purchase (the watches range between Rs30,000 and Rs3 lakh) is that Ethos pays the premium to the insurance company, and that cost doesn’t trickle down to the customer. If there are damages, the liability of the watch owner is Rs1,000 or 10% of the claim, whichever is higher. According to Raja Sekhar, chief financial officer of Ethos, repairs for a Tag Heuer usually range anywhere between Rs400 and Rs50,000.

What will happen to the policy after the first year seems hazy; the company is still in the process of figuring out the nitty-gritty.

The policy seems like a smart way to attract potential Tag buyers, away from other watch stores, by giving them what no Indian can resist—more bang for your buck. “In this economic climate, it takes away the guilt of spending so much on a watch. You have the comfort that it’s insured, and that helps to make the purchase," says Sekhar.