Layers is excited to unveil its latest innovation: Anarc. This groundbreaking device combines cutting-edge technology, premium materials and iconic designs to offer the aspirational consumer an unparalleled smartwatch experience at an accessible price point.
Anarc, has shattered industry records, generating over a historic 3 crore rupees in sales within the first 24 hours of its launch. Desite being priced significantly higher than competitors like boAt and Noise, Anarc has proven how creator-led brand launches if done correctly are a thriving proposition. The launch video, has amassed over 4 million views on YouTube and was trending at the number #1 spot, showcasing the power of creator-led marketing.
Tech entrepreneur Neel Gogia and leading internet personality Shlok Srivastava launched Layers with the thought process of formulating a brand that is representative of lifestyle choices and aspirations of everyday people. The company presented their debut offering in 2022 with mobile skins which was met with overwhelming success, and has generated over 3 million in sales till date. This launch validated Layers approach of offering premium products at competitive prices, with consumers willing to pay up to 10 times more than alternatives in the unorganised sector. Anarc continues this legacy, offering a smartwatch that’s as fashionable as it is functional.
To create a truly distinctive product, Layers partnered with two world-class design firms namely Mumbai-based Thought Over Design and London-based Seymourpowell to stand out in the crowded smartwatch market, both in terms of design and functionality.
Shlok Srivastava aka Techburner, Co-Founder, Layers, reflects, "Smartwatches had become predictable, confined to the same square and circular designs. At Layers, we challenged this norm because we believe in the power of creativity and chaos to drive innovation. Anarc is our response—a smartwatch that breaks the mould with its unique style and substance. It’s made to blend in everyone’s lifestyle. With Anarc, we're entering a new era. The Indian smartwatch market has traditionally been divided between basic models and luxury devices. Our goal was to bridge this divide with Anarc, a product that excels in design, functionality and affordability—making it a true statement piece. Anarc isn’t just a smartwatch; it’s a proud declaration of Indian ingenuity and global appeal.”
Neel Gogia, Co-Founder, Layers further adds, "Having been deeply embedded in the creator economy for the last seven years, I've seen firsthand that creator-led brands need to fully commit to their products. That’s exactly what we’ve done with Anarc; we've gone all in to surpass the standards set by market leaders. No other homegrown smartwatch brand has been able to deliver historic sales at a premium price point! We have registered a trailblazing debut with a record-breaking sale never witnessed before. Most local brands sell 99% of their watches under 2,500 rupees while at Anarc we sold at 3 times premium at an average of 7,000 rupees and still managed to sell 3 crores worth of watches within one single day., Layers is challenging the trend of unsuccessful creator-led brands, demonstrating that with the right product and effective distribution, significant success can be achieved. So far most of the creator led brands have been a graveyard, but we want to change that. I believe if the product is built right, and if you combine it with creator’s distribution it can do wonders.”
With an initial investment of 1 million dollars, Anarc aims to elevate the smartwatch experience by offering exceptional value without compromising on quality or functionality. Key features of Anarc include a patented octagonal design crafted by Seymourpowell, a stainless-steel case and IML back case for durability and luxury, a 60Hz Refresh Rate, 700 Nits AMOLED display with AOD for stunning visuals, and a Hisilicon Advanced Chipset for powerful performance. The device also boasts a 350mAh battery providing up to 7 days of usage, Bluetooth 5.2 (UHD 8mbps) for fast and stable connectivity, on-device music storage, TWS compatibility and 100+ workout modes for fitness tracking. Additional premium features include wireless charging and noise cancellation for calls.
Anarc will be available for purchase starting INR 6,999/- upwards on www.layers.shop
