Mumbai: Edge by Titan, the premium watch brand known for precision engineering and minimalist design, has unveiled its latest campaign featuring acclaimed actor Jim Sarbh. Built around the thought ‘Engineered with HeART’, the campaign celebrates the coming together of design excellence and engineering mastery—an idea that has remained central to the brand’s identity.
The campaign arrives alongside the launch of Made in India: A Titan Story, a series chronicling the evolution of Titan and the visionaries who transformed an ambitious idea into one of India’s most iconic consumer brands.
At the heart of the campaign is the belief that true innovation emerges when engineering precision and creative expression are conceived as one. The narrative reflects the philosophy behind Edge by Titan and aligns with Jim Sarbh’s own unconventional approach to his craft.
In Made in India: A Titan Story, Sarbh portrays Xerxes Desai, the visionary widely credited with shaping Titan’s watchmaking legacy and inspiring the creation of Edge in 2002.
Edge’s story traces back to a defining question posed by Xerxes Desai—how far can precision be refined? That pursuit eventually led to the development of the signature 1.15 mm movement, positioning Edge as one of the slimmest watches created by an Indian brand and reinforcing its reputation for engineering-led innovation.
The campaign also highlights Edge Fumage, the brand’s flagship launch of the year. Crafted with Grade A ceramic construction and featuring a distinctive fumé dial, the collection reflects Edge’s philosophy of reducing complexity while elevating design and functionality.
Speaking about the collaboration, Jim Sarbh said, “Titan’s story is one of conviction, creativity and courage. Portraying Xerxes Desai allowed me to understand the extraordinary vision behind the brand and the people who built it. What I find compelling about Edge is that it carries the same spirit forward. It is a product born from precision, but equally from imagination. That intersection of engineering and artistry is something I deeply connect with.”
Commenting on the campaign and association, Kalpana Rangamani, Chief Sales & Marketing Officer, Titan, said, “Edge has always represented Titan’s relentless pursuit of innovation, where precision engineering and thoughtful design come together as one. Our collaboration with Jim Sarbh is a natural fit. As audiences rediscover Titan’s pioneering journey through Made in India, this campaign stands as a reminder that the spirit of innovation that built Edge continues to shape its future. It is a celebration of poetry in motion, patience and Indian horology at its finest.”
For Edge by Titan, the campaign marks more than a product showcase—it serves as a reflection of the brand’s continuing legacy of challenging conventions and redefining Indian craftsmanship on the global stage.
Guided by minimalism and shaped through engineering mastery, the Edge Fumage collection reinforces the brand’s commitment to elegant simplicity, precision and enduring design, while bringing together storytelling, innovation and horological excellence through a distinctly Indian lens
