Sara Ali Khan Joins Longines As New Friend Of The Brand

There are collaborations that feel destined long before they are announced. Longines partnering with Sara Ali Khan is one of them—a meeting of a storied Swiss maison and a modern Indian icon, each shaped by elegance, authenticity, and quiet confidence. In a world obsessed with fast trends and immediate impressions, this association is a reminder that true style is built on heritage, depth, and personality.

Longines, a name synonymous with timeless watchmaking since 1832, has announced acclaimed Indian actress Sara Ali Khan as its new Friend of the Brand. The partnership is rich in symbolism: Sara represents a new wave in Indian cinema—youthful, accomplished, and deeply grounded—while Longines stands tall as a custodian of beauty, precision, and classic refinement. Their union is more than a brand endorsement; it is a celebration of values shared through generations.

Khan made her debut in 2018 with Kedarnath and, within just a few years, has become one of Indian cinema’s most admired names. Whether it is the energetic blockbuster Simmba, the emotionally complex Atrangi Re, or the feel-good romance Zara Hatke Zara Bachke, she has proven her ability to inhabit contrasting characters with a blend of versatility and sparkle. She is not simply a film star—she is a personality whose charm, humour, and easy warmth resonate beyond the screen.

Her cultural depth adds another layer to this partnership. A graduate of Columbia University with a degree in history and political science, Sara has always stood out for her intellect. In interviews and public appearances, she has continued to demonstrate an authenticity audiences connect with—something Longines has quietly prioritised for over 190 years. When she states, “Longines values authenticity, celebrates grace and precision, and inspires confidence,” the sentiment rings true. One can sense she is not reading a scripted endorsement; she is speaking a shared belief.

Longines has long held a strong relationship with India. The brand sold its first watches in the country as early as 1878, weaving a connection that continues across generations. Indian collectors and enthusiasts have long admired its understated approach to luxury—the kind that whispers rather than shouts. By appointing the bollywood actress, Longines strengthens this heritage through a fresh, contemporary lens. She brings modern India into focus: self-assured, educated, global, and proud of cultural roots.

This collaboration also signifies the evolving definition of elegance. Once defined purely by aesthetics, elegance today is inseparable from attitude, purpose, and identity. Sara embodies this shift—her public persona balances humour and grace, glamour and relatability. She represents the kind of woman who wears luxury not for attention but for expression.

Longines, too, celebrates elegance beyond surface aesthetics. Its watches reflect precision engineering, clean design, and a commitment to timelessness in an era of disposable fashion. The brand continues to choose muses who mirror its philosophy rather than simply its demographic.

Her appointment, therefore, is a bridge—between past and future, between Switzerland and India, between tradition and youthful dynamism. It is a partnership that feels effortlessly natural, fuelled not by marketing logic alone but by shared DNA. As Longines writes its next chapter in India, this friendship promises to be more than a seasonal campaign. It marks the beginning of a beautiful, elegant story—one measured not in seconds, but in legacy.