Swiss luxury watchmaker Longines has announced acclaimed actor Sara Ali Khan as its new Friend of the Brand, marking a fresh chapter in the brand’s association with India. Known for her effortless charm, modern sensibility, and graceful presence, Sara embodies the values of timeless elegance that Longines has represented for nearly two centuries.
Since her debut in Kedarnath (2018), Sara Ali Khan has emerged as one of Indian cinema’s most popular and versatile actors, with notable performances in films such as Simmba, Atrangi Re and Zara Hatke Zara Bachke. Beyond her screen presence, she is admired for her authenticity, intelligence, and grounded personality. A Columbia University graduate in history and political science, Sara brings a balance of contemporary confidence and classic refinement to the partnership.
Sharing her thoughts on the association, Sara said she has long admired Longines for its respect for heritage and its philosophy of understated elegance. She added that the brand’s focus on authenticity, grace, and precision strongly resonates with her own values, making the collaboration feel natural and meaningful.
Sara’s connection to elegance and legacy is also deeply personal. Coming from a family known for its cultural influence and artistic excellence, she carries forward a lineage shaped by dignity and poise. Her grandmother, Sharmila Tagore, remains an enduring symbol of timeless grace, further reinforcing the values that align seamlessly with the Longines identity.
India has played an important role in Longines’ global journey, with the brand first introducing its watches in the country as early as 1878. Sara Ali Khan’s appointment strengthens this historic bond, blending Swiss watchmaking heritage with the spirit and sophistication of modern India. Through this collaboration, Longines continues to celebrate individuals who represent elegance not just in style, but also in character and attitude.