Swiss watch brand Longines has announced actor Sara Ali Khan as its new Friend of the Brand, marking a fresh association aimed at strengthening its presence in the Indian market. The appointment reflects the brand’s continued focus on working with public figures who represent elegance, consistency, and a modern outlook rooted in tradition.
Sara Ali Khan has been active in Indian cinema since her debut in 2018 with Kedarnath. Over the years, she has appeared in commercially successful and critically discussed films such as Simmba, Atrangi Re, and Zara Hatke Zara Bachke. Her on-screen work has positioned her among the prominent actors of her generation.
Apart from her film career, Khan is also known for her academic background. She is a graduate of Columbia University, where she studied history and political science. This combination of mainstream popularity and educational grounding has contributed to her public image as a contemporary and relatable personality.
Brand Association Begins
Longines said the association aligns with its long-standing values of tradition, precision, and understated style. The brand has historically positioned itself around the idea of timeless design rather than short-term trends, and the collaboration is intended to reflect that approach within a modern Indian context.
Speaking about the association, Sara Ali Khan said she was pleased to begin her relationship with the Swiss watchmaker, noting that the brand’s emphasis on heritage and authenticity resonated with her personal values. She described Longines as a name associated with grace, confidence, and continuity.
The brand’s decision to work with Khan comes at a time when luxury watchmakers are increasingly looking to connect with younger audiences in India through cultural relevance rather than overt endorsements.
India and Longines
India has been an important market for Longines for more than a century. The company sold its first watches in the country in 1878, and over time, it has built recognition among Indian consumers for its Swiss craftsmanship and classic styling.
Longines has often highlighted its historical connection with India as part of its global story. The appointment of Sara Ali Khan is seen as an extension of this relationship, linking the brand’s heritage with present-day Indian popular culture.
Industry observers note that such collaborations help international luxury brands maintain visibility in a competitive market while reinforcing brand recall through familiar public figures.
Focus on Elegance
With this announcement, Longines continues its broader strategy of associating with individuals who reflect elegance in both professional and personal conduct. The brand has consistently stated that elegance is not limited to appearance but is also expressed through attitude, purpose, and authenticity.
Sara Ali Khan’s association is expected to feature across brand communications in India, though specific campaign details have not been disclosed. The collaboration adds to Longines’ ongoing efforts to balance its Swiss watchmaking legacy with evolving consumer preferences in India.
As the luxury segment continues to grow in the country, such partnerships underline how global brands are adapting their narratives to remain relevant while staying rooted in their core identity.
