The Swiss watchmaker Longines yesterday said it was delighted to welcome acclaimed Indian actress Sara Ali Khan as its new Friend of the Brand. With her radiant personality, effortless charm and sense of style, Sara perfectly reflects the spirit of timeless elegance that the company stands for.

Since her debut in 2018 with ‘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 in a statement, “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 Friend of the brand.”

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, the media statement asserted, adding Sara’s appointment strengthens this historic connection.

Established in Saint-Imier, Switzerland in 1832, Longines’ expertise is steeped in tradition, elegance and performance. The brand Longines, with its winged hourglass emblem, is represented in over 150 countries.