Swiss luxury watchmaker Longines has announced Bollywood star Sara Ali Khan as its new Friend of the Brand, marking an elegant new chapter for both the globally revered maison and the actress.

Known for her performances in films such as Kedarnath, Simmba, and Zara Hatke Zara Bachke, Sara Ali Khan brings a compelling blend of contemporary appeal, authenticity, and timeless grace—qualities that align seamlessly with Longines’ enduring philosophy of elegance and precision.

A member of the Swatch Group Ltd, the world’s largest manufacturer of timepieces, Longines has a rich history of associating with influential women across the globe who embody sophistication, confidence, and understated luxury. The association with Sara Ali Khan reflects the brand’s continued commitment to celebrating modern femininity rooted in heritage, craftsmanship, and legacy.

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.

Expressing her excitement about the collaboration, Sara Ali Khan 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 respect for legacy truly resonate with me. Longines celebrates authenticity, grace, and precision, and inspires confidence. I couldn’t be happier to join them as a Friend of the Brand.”

This partnership brings together Longines’ storied legacy and Sara Ali Khan’s evolving journey as one of Bollywood’s most compelling contemporary stars—an alliance defined by elegance, heritage, and enduring style.