Next morning, Xerxes announced that Titan would not make mechanical watches, only Quartz. It was a momentous decision, one that would define the company in the years to come. “Quartz is the technology of the future,” Xerxes told the team. “Quartz has fewer moving parts, is cheaper and easier to make and maintain, it’s lighter and slimmer, and it’s right by the consumer.”
It was unheard of in the mid-1980s to use Western classical music for an Indian brand. But it struck a chord. Xerxes felt that the music gave the brand a world-class feel. “Of all the symphonies of Mozart, the 25th Symphony has a tremendous enthusiasm and spirit about it.” Xerxes would say. Titan’s signature tune would go on to entrench itself so deeply in the public mind that television audiences knew it was a Titan ad the moment the music came on even if they weren’t watching.
One woman who put a heavy bangle on the Karatmeter was shocked to find it was made of 11-carat gold. Many women started wailing upon discovering how impure their jewellery was. Soon, jewellers burst into the store shouting, ‘Yeh kya kar hahe ho, what are doing, you are destroying our business!’ What followed was mayhem and the police had to be called in to restore order.
The Titan team decided to take up the challenge of making an ultra-slim movement in all-metal. They decided that the thickness of the movement should be 1.15mm, the size of a credit card. If they succeeded, it would be the world’s slimmest movement to be mass produced and commercialized. To this challenge, Xerxes added another: the watch would have to be water-resistant as well.