Mumbai: Victorinox India has announced actor Abhay Deol as a Friend of the Brand for its watch portfolio for the next 18 months, bringing together the actor’s independent spirit and the Swiss brand’s legacy of craftsmanship and quality.
Known for his authenticity, thoughtful approach to life and individualistic outlook, Deol will feature across Victorinox’s watch portfolio, including I.N.O.X., Maverick, Concept One Solar, Air Pro, Dive Pro and Concept One Automatic.
During the association, Deol will appear across the brand’s media touchpoints, including digital, outdoor and retail, highlighting shared values around character, quality and enduring craftsmanship.
The collaboration is anchored in Victorinox’s global watch campaign, ‘Spend Your Time Wisely’, which centres on the belief that time is a valuable resource and that the way people choose to spend it reflects who they are.
For the Indian market, Victorinox is bringing the campaign to life through Deol, whose approach to life aligns with the campaign’s focus on thoughtful and individual choices. Through the association, the actor will introduce audiences to Victorinox watches as more than timepieces, positioning them as companions to moments that give meaning to time.
The campaign will be activated around key festive and celebratory occasions in India, including Diwali, Raksha Bandhan and the wedding season. The campaign will explore different ways of spending meaningful time — with family and loved ones, celebrating traditions, pursuing passions or being present in the moment.
The campaign will bring together Victorinox’s Swiss heritage and craftsmanship with Indian festivities, positioning its watches as “The Ideal Gift – Time” for celebrations and milestone moments.
Commenting on the campaign, Avirup Mukhopadhyay, Head of Marketing, Victorinox India, said, “With Spend Your Time Wisely, we are bringing Victorinox’s iconic Swiss heritage and craftsmanship into the heart of Indian celebrations. Our ambition is to make Victorinox watches the ideal gift for every festive occasion and the important moments that define our lives, creating a meaningful bridge between Swiss excellence and the traditions of India.”
The partnership brings together two philosophies centred on authenticity, independence and long-term thinking. Deol’s career has been marked by his willingness to pursue his own path, make deliberate choices and remain true to his convictions — qualities that Victorinox said align with its commitment to quality, purpose and enduring values.
Commenting on the collaboration, Abhay Deol said, “I’ve always believed that the choices we make define who we become. What resonates with me about Victorinox is its authenticity, its strong sense of purpose and the integrity with which it has stayed true to its values for generations. There is a timeless quality to the brand that goes beyond products. I’m delighted to be part of this journey and to share that message with Indian audiences across the world.”
Commenting on the announcement, Debraj Sengupta, Managing Director, Victorinox India, said, “At Victorinox, every partnership is guided by shared values. Abhay Deol represents authenticity, thoughtful choices and quiet confidence – qualities that closely reflect our brand philosophy. As we continue strengthening our presence in India, this collaboration marks an important step in building deeper connections with consumers while staying true to our Swiss heritage and commitment to quality.”
View this post on Instagram
