Swiss luxury watchmaker Longines has announced a new chapter in its long history with the appointment of Indian actress Sara Ali Khan as its latest Friend of the Brand, reinforcing the timeless elegance and modern spirit the iconic company represents globally. The collaboration brings together centuries-old watchmaking heritage and one of India’s most admired contemporary film stars—a partnership that is working to bridge classic craftsmanship with youthful charisma in one of the world’s fastest-growing luxury markets.
Longines’ choice of Sara Ali Khan reflects both her rising cultural influence and the brand’s strategic focus on India as a key market. Having first entered India in 1878, Longines has been cherished by generations of watch enthusiasts, and the association with Sara signals a renewed emphasis on legacy and modern relevance.
Sara Ali Khan is one of the most recognisable faces in Indian cinema today, with a filmography that spans commercially successful and critically praised roles since her debut in 2018 with Kedarnath. Her performances in films like Simmba, Atrangi Re and Zara Hatke Zara Bachke have cemented her place in Bollywood and beyond, resonating with diverse audiences across age groups.
Beyond her film career, Sara brings a blend of intellect and authenticity to the partnership. A graduate of Columbia University with a degree in history and political science, she is admired not just for her screen presence but also for her grounded approach to personal branding and public life. This combination of talent, poise and relatability gives her a unique appeal that aligns with Longines’ heritage of celebrating individuals who embody elegance, purpose and grace.
In her own words, Sara expressed excitement about the collaboration, saying she has long admired Longines because the brand’s values—timeless elegance, respect for legacy and a commitment to authenticity—resonate deeply with her own philosophy. She added that joining the Longines family as Friend of the Brand was a moment of pride and joy.
How the partnership strengthens Longines in India
Longines has a historic connection with the Indian market. Having first sold its watches in the country in the late 19th century, the brand has navigated multiple eras of style and consumer evolution. Sara’s appointment as Friend of the Brand strengthens this connection by tapping into contemporary Indian audiences who value both tradition and modernity in equal measure.
For Sara Ali Khan, this collaboration adds another dimension to her brand journey, bringing her influence into the world of luxury fashion and lifestyle. Her engagement with Longines positions her among a select cohort of celebrities whose personal style and public persona are closely identified with global premium brands. This trend of celebrity collaborations is increasingly shaping how luxury labels connect with audiences on social media and in retail spaces alike.
The partnership between Longines and Sara Ali Khan stands as a compelling example of how legacy brands and contemporary influencers can create synergy that appeals to diverse audiences. While Longines brings centuries of watchmaking expertise and global prestige, Sara contributes a modern voice, relatability and cultural relevance that can amplify the brand’s message in India and beyond.
As the luxury market evolves, such collaborations are becoming essential for brands looking to balance heritage and innovation. For fans of elegant timepieces and followers of Sara’s career alike, this alliance promises to blend timeless craftsmanship with contemporary style in ways that are both meaningful and memorable.
