Edge by Titan, from the India-grown watchmaker, has unveiled a new campaign featuring acclaimed actor Jim Sarbh. The collaboration embodies Edge’s philosophy that true perfection lies at the intersection of design excellence and engineering mastery while honouring the pioneering spirit that has defined Titan’s journey.

Built around the thought of ‘Engineered with HeART’, the campaign celebrates the belief that true excellence lies at the intersection of precision engineering and creative ingenuity. It is a philosophy that mirrors both Edge and Sarbh himself, whose thoughtful, unconventional approach to his craft has consistently challenged convention and pushed boundaries.

According to a statement from Titan, the collaboration arrives alongside the launch of ‘Made in India: A Titan Story’, an Amazon MX Player series that chronicles the remarkable journey of watchmaking firm Titan and the visionaries who transformed an audacious idea of building India’s first world class watch brand into one of the most beloved consumer brands, and eventually challenged legacy watch makers to build the slimmest watch ever by an Indian brand with Edge.

In the series, Sarbh portrays Xerxes Desai, the architect of Titan’s watchmaking legacy and the man whose relentless pursuit of excellence ultimately culminated in the creation of Edge in 2002 — of course mentored and supported by JRD Tata.

At the heart of the campaign is Edge Fumage, the brand’s most significant launch of the year. Defined by a bold new design language and the discipline of reduction, a grade A ceramic construction and a distinctive fumé dial, the collection embodies the philosophy that has guided Edge since its inception.

Speaking about the collaboration, 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.”

For Edge, the campaign serves as a celebration of a legacy that continues to evolve. From pioneering watchmaking in India to creating globally admired design innovations, the statement added.