LONGINES ropes in Sara Ali Khan as brand ‘Friend’

Swiss watchmaker LONGINES has appointed actor Sara Ali Khan as its new Friend of the Brand. According to a press release, her radiant personality, effortless charm and distinctive sense of style embody the spirit of timeless elegance that the brand represents.

The release noted that since making her debut in 2018 with the acclaimed film Kedarnath, Sara Ali Khan has emerged as one of the most admired talents in Indian cinema. With notable performances in films such as Simmba, Atrangi Re and Zara Hatke Zara Bachke, she has demonstrated versatility and charisma, earning appreciation from both critics and audiences. A Columbia University graduate with a degree in history and political science, she is also recognised for her intellect and authenticity.

Commenting on the association, Sara said, “I’m delighted to begin an association with Longines, a brand I’ve long admired as we share similar values. Its timeless elegance and respect for legacy truly resonate with me. Longines values authenticity, celebrates grace and precision, and inspires confidence. I couldn’t be happier to join the brand as a Friend.”

India has long been an important market for Longines, with the brand selling its first watches in the country in 1878 and earning admiration across generations. Sara’s appointment further strengthens this historic bond, bringing together Swiss watchmaking heritage with the elegance and spirit of contemporary India, the release added.