Mumbai: Longines, the iconic Swiss watchmaker, has announced acclaimed Indian actress Sara Ali Khan as its new Friend of the Brand. Known for her radiant personality, effortless charm and refined sense of style, Sara embodies the spirit of timeless elegance that has long defined Longines’ global identity.
Since her debut in 2018 with the widely praised film Kedarnath, Sara Ali Khan has emerged as one of the most admired young talents in Indian cinema. Her performances in films such as Simmba, Atrangi Re and Zara Hatke Zara Bachke have highlighted her versatility, screen presence and ability to connect with diverse audiences. A graduate of Columbia University with a degree in history and political science, she is equally known for her intellect, candour and authenticity—qualities that deepen her resonance with the Longines ethos.
Celebrating the association, Sara said she is delighted to join a brand she has long admired. “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. Longines values authenticity, celebrates grace and precision, and inspires confidence. I couldn’t be happier to join them as Brand Friend,” she said.
Elegance, legacy and lineage are deeply personal themes for Sara. Raised in a family steeped in cultural tradition and artistic excellence, she carries forward a heritage shaped by generations. Her grandmother, the legendary Sharmila Tagore, remains an enduring symbol of grace and poise—attributes that Sara continues to honour in her own journey. Her family’s long-standing contribution to Indian arts and cinema has instilled in her a profound respect for heritage and continuity, making her association with Longines both fitting and meaningful.
India has always played a significant role in the Longines story. The brand first entered the Indian market in 1878 and has since been cherished by generations of watch connoisseurs. Sara’s appointment strengthens this historic relationship, bridging Swiss watchmaking tradition with the elegance, energy and modernity of contemporary India.
With this collaboration, Longines reaffirms its commitment to celebrating individuals who embody elegance not merely through style, but through purpose, authenticity and grace—qualities that Sara Ali Khan represents effortlessly.
