Swiss luxury watchmaker Longines has announced Indian actor Sara Ali Khan as its new Friend of the Brand in India. Known for her effortless charm, refined style and confident personality, Sara reflects the spirit of timeless elegance that has long been central to Longines’ global identity.

Since making her debut in 2018 with Kedarnath, Sara Ali Khan has established herself as one of the most popular young actors in Indian cinema. Her performances in films such as Simmba, Atrangi Re and Zara Hatke Zara Bachke have showcased her versatility and strong screen presence, helping her connect with audiences across age groups. A graduate of Columbia University with a degree in history and political science, she is also recognised for her authenticity, intellect and candid persona, qualities that align closely with the brand’s values.

Commenting on the association, Sara said she was delighted to partner with a brand she has admired for years. She noted that Longines’ respect for legacy, authenticity and precision resonates strongly with her own values, adding that she is proud to join the brand as a Friend of the Brand.

Elegance and heritage hold personal significance for Sara, who comes from a family deeply rooted in Indian culture and cinema. Her grandmother, the legendary Sharmila Tagore, is widely regarded as a symbol of grace and poise-traits that continue to influence Sara’s own journey. This strong sense of lineage and continuity makes her association with Longines particularly fitting.

India has been an important market for Longines since the brand first entered the country in 1878. Sara Ali Khan’s appointment further strengthens this longstanding relationship, bringing together Swiss watchmaking tradition with the elegance and modernity of contemporary India.

Through this collaboration, Longines reiterates its commitment to celebrating individuals who embody elegance through authenticity, purpose and grace.