Xylys ropes in cricketer Abhishek Sharma as brand ambassador to deepen youth connect

Premium watch brand Xylys has appointed Indian cricketer Abhishek Sharma as its new brand ambassador, in a move aimed at strengthening its resonance with younger, style-conscious consumers who gravitate towards contemporary design and performance-driven products.

Marketed and retailed by Titan Company, Xylys operates in the premium watch segment, offering timepieces that blend Swiss-made and Swiss-movement engineering with modern design aesthetics. Its portfolio is positioned around precision, durability and everyday wearability, catering to consumers who favour subtle yet distinctive accessories.

Youth appeal at the centre of the partnership

The association places Xylys alongside one of Indian cricket’s emerging faces, whose profile continues to rise both on the field and in popular culture. Sharma is known for his aggressive batting style combined with a disciplined, methodical approach to the game.

Off the pitch, his public persona reflects a fashion-aware, contemporary sensibility, aligning closely with the demographic the brand is seeking to engage as consumer preferences evolve towards products that balance performance with personal expression.

Titan executive outlines brand fit

Announcing the partnership, Kalpana Rangamani, Chief Sales and Marketing Officer – Premium Watches at Titan, said the collaboration reflects shared values between the brand and the sportsperson.

“Xylys is created for individuals who value quality and are confident and intentional about the style choices they make. Abhishek reflects that same dual spirit through his journey – a compelling mix of strong performance and modern, self-assured styling. This makes the association both natural and meaningful, and closely aligned with what Xylys stands for,” she said.

Sharma highlights focus on precision and craft

Commenting on the association, Sharma said the brand’s positioning resonated with his professional outlook and personal preferences.

“As an athlete, accuracy and consistency are central to everything I do. I’m naturally drawn to products that are carefully crafted, thoughtfully designed and built to perform. Xylys represents that blend of Swiss craftsmanship and contemporary style, and it mirrors how I approach both my game and my personal style. I’m excited to represent a brand that values performance as much as individual expression,” he said.

With the appointment, Xylys joins a growing list of premium lifestyle brands leveraging sports personalities to remain culturally relevant and closely connected with younger audiences navigating the intersection of fashion, function and identity.