3T - Time To Time: Building Oman’s Watch Business, One Shelf at a Time

When 3T – Time To Time opened its doors in 2021, the idea was simple: to give customers in Oman access to an affordable and varied selection of watches, while retaining the personal service of a neighbourhood retailer.

Five years later, the small watch shop in Ruwi has grown its range considerably. What began with a handful of brands now includes names such as Casio, Seiko, Alba, West end, D1 Milano, etc alongside several others. Its selection caters to a wide spectrum of customers — from those looking for an impulse purchase to those who take several visits before deciding on a watch.

The company attributes much of its growth to patience, customer loyalty and word of mouth.

“Many customers who came to us for their first purchase returned again and recommended us to others,” says the company. Rather than expanding ahead of demand, the business says it has largely grown by reinvesting what it has actually earned.

3T – Time To Time is owned by Al Hoqani Global LLC and its owners, Mr Houd Al Hoqani and Mr Aamir Merchant.

Located in Ruwi, one of Muscat’s oldest and busiest trading districts, the store has maintained a traditional counter-side approach to retail. Customers can have watch straps fitted, batteries replaced and watches serviced in person — services that the business sees as an important part of maintaining a relationship with customers beyond the initial sale.

As the company looks ahead, its plans are focused on expanding both its product range and its reach. More brands, a broader in-store selection and efforts to serve customers outside Muscat are among its next steps.

The company also sees an opportunity to make the process of choosing a watch simpler, particularly for customers looking for gifts. Part of its future plan is to bring in brands that are not currently widely available in Oman, giving customers a broader selection without having to look beyond the local market.  

For a small business, that expansion also reflects a wider ambition within Oman’s evolving private sector, where locally grown enterprises are expected to play a greater role in diversifying the economy in line with Oman Vision 2040.

“A watch is one of the few things people still buy to keep,” says Aamir Merchant. “Our job is to make that decision easy, and to still be here when they come back for the next one.”

For 3T – Time To Time, the journey from a small selection of watches in 2021 to a broader retail offering five years later has been built gradually — one customer, one recommendation and, quite literally, one shelf at a time.