Sara Ali Khan hooks up with Swiss watchmaker Longines

Swiss watchmaker Longines have welcome acclaimed Bollywood actor Sara Ali Khan as their new brand ambassador, terming her ‘Friend of the Brand’.

“With her radiant personality, effortless charm, and sense of style, Sara perfectly reflects the spirit of timeless elegance that LONGINES stands for,” said a statement from Longines.

Since her debut in 2018 with the acclaimed film ‘Kedarnath’, Sara Ali Khan has become one of the most admired talents in Indian cinema.

With standout performances in hits like 'Simmba', 'Atrangi Re', and 'Zara Hatke Zara Bachke', she has showcased both versatility and charisma, earning praise from critics and audiences alike. A graduate of Columbia University with a degree in history and political science, Sara is admired not just for her acting, but also for her intellect and authenticity.

Celebrating the association Sara said, “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.”

For Sara, elegance and legacy are deeply personal values. Raised in a family where grace, dignity, and cultural lineage have always been central, she carries forward a legacy shaped by generations of influence and refinement. Her grandmother, Sharmila Tagore, remains an enduring symbol of timeless elegance and poise, while her family history—marked by artistic excellence and cultural impact—has instilled in her a deep respect for heritage and continuity.

India has always held a special place in the Longines story. The brand sold its first watches in the country in 1878 and has since been admired by generations of watch enthusiasts. Sara’s appointment strengthens this historic connection, bringing together Swiss watchmaking tradition with the elegance and spirit of modern India.

With this collaboration, Longines continues to celebrate individuals who embody elegance not only in style, but also in attitude: through authenticity, purpose, and grace.

Tags : Sarah Ali Khan, Longines, Bollywood