Meticulously crafted and highly detailed, a mechanical wrist watch is more than a time telling device. It can be a bold fashion statement, a quality investment passed down through generations and a signifier of good taste and culture.

As Pakistan's luxury market expands, the definition and criteria of luxury also broadens. People aspire to get a sense of luxury without the price tag it usually entails.

Rameez Sattar's recently launched 'Movements' at Dolmen City Mall in Karachi may be the answer. Attempting to revitalise watch retail in Pakistan, the store will emphasise on ambiance and customer service of the highest order.

In a perfect blend of style and function, luxurious yet practical, the featured watches are chic and trendy and most importantly, affordable. Some of the brands featured are Balmain, Roamer, Certina, Hamilton, Cerruti and Police.

Watches by Roamer. – Publicity photo

Born into the watch industry, and CEO of Sonraj Pakistan, Rameez is committed to continue to raise standards.

Sonraj has been associated with elite Swiss watch brands since its inception in 1976. Its first retail venture 'Collectibles' caters to a niche customer base with its exclusive fine brands such as Vacheron Constanin, Audemars Piguet, Blancpain, IWC, Jaegar-leCoultre.

Movements has been introduced as a more accessible alternative to these more upscale brands. Plans are in place to open multiple branches of the store all over the country.

"If local retailers don't take the first step, foreign companies cannot be expected to invest in the industry," says Rameez. "India's watch industry is relatively newer, yet Bollywood stars and sport stars have become the face of various watch brands. There is no reason Pakistan can't do the same."

Fittingly, Wasim Akram was present at the launch of the store as a brand ambassador and added some gravitas to the event. His love for watches stems from childhood and he stated that investing in a watch elevates and completes a person's style: "It does not even have to be particularly expensive as long as it suits their personality."

Brand Ambassador Wasim Akram with Rameez Sattar, CEO of Sonraj Group, Pakistan. – Publicity photo

Other guests were similarly impressed with Movement's concept and variety. Female actor Maria Wasti feels that a good quality watch outlasts fashion trends and makes a wonderful heirloom as well as jewellery.

Stylist Ehtesham Ansari thinks the store is a great step as a watch makes the best gift for a special occasion, but wondered if the styles and variety would be unto the standards of those found abroad.

Rameez understands this as a sticking point since the modern consumer is well informed and aware with the internet at their fingertips and demands the best. He aims to provide something for everyone with pieces that range from the trendy to the timeless.

Time will tell if this venture will create a demand and lead to a market for more luxury products in the country.

Hala Syed is a culture critic who writes on television, fashion and food