New Delhi: Swiss luxury watchmaker LONGINES has appointed Indian actor Sara Ali Khan as its new Friend of the Brand, strengthening the company’s presence in the Indian market and reinforcing its long-standing association with elegance and heritage.
A New Face for Timeless Elegance
LONGINES said Khan’s personality, style and public image align closely with the brand’s core values of timeless elegance, authenticity and grace. The actor, who made her Bollywood debut in 2018 with Kedarnath, has since emerged as one of the prominent faces of contemporary Indian cinema.
Over the years, Khan has delivered commercially successful and critically noted performances in films such as Simmba, Atrangi Re and Zara Hatke Zara Bachke, demonstrating range across genres. Beyond her screen presence, she is also recognised for her academic background, having graduated from Columbia University with a degree in history and political science.
Sara Ali Khan on the Collaboration
Commenting on the association, Khan said she was pleased to partner with a brand whose values resonate with her own. “I’m delighted to begin an association with Longines, a brand I’ve long admired because we echo similar values. Their timeless elegance, and their respect for legacy truly resonates with me,” she said.
She added that the brand’s emphasis on authenticity and precision made the collaboration especially meaningful. “Longines values authenticity, celebrates grace and precision, and inspires confidence. I couldn’t be happier to join them as Friend of the brand,” Khan said.
Strengthening Longines’ India Connect
India has been a key market for LONGINES for well over a century. The Swiss watchmaker sold its first timepieces in the country in 1878 and has since built a strong following among Indian consumers and collectors.
The appointment of Khan is seen as reinforcing this historic relationship by blending Swiss watchmaking tradition with the sensibilities of modern India. The brand said the collaboration reflects its continued focus on partnering with individuals who represent elegance not just through appearance, but also through character, purpose and attitude.
About Longines
Founded in 1832 in Saint-Imier, Switzerland, LONGINES is known for its heritage in watchmaking, combining tradition, performance and refined aesthetics. The brand has a long association with international sports as an official timekeeper and partner to global sporting federations.
LONGINES is part of the Swatch Group Ltd, the world’s largest manufacturer of timepieces, and its winged hourglass emblem is recognised in more than 150 countries worldwide.LONGINES is part of the Swatch Group Ltd, the world’s largest manufacturer of timepieces, and its winged hourglass emblem is recognised in more than 150 countries worldwide.
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