Sara Ali Khan named Friend of the Brand for Longines
Bollywood actor Sara Ali Khan has been officially announced as the newest Friend of the Brand for Longines. The partnership was confirmed via a company press release and Sara’s own Instagram post, where she shared her excitement about working with the iconic Swiss watchmaker.
Sara’s announcement on social media
Sara posted the news on Instagram, writing, “I’m delighted to share that I’ve joined the Swiss watch brand LONGINES as a Friend of the Brand. Its timeless elegance, rich heritage and authenticity have long inspired me and I cannot wait to show you what’s ahead! #Longines #ElegancelsAnAttitude #LonginesPrimaluna.” Her message underlines a personal admiration for the brand and sets an upbeat tone for the collaboration.
Why Longines chose Sara
In its statement, Longines highlighted Sara’s radiant personality, effortless charm and refined sense of style. The brand said she embodies the kind of timeless elegance it values — not just in looks but in authenticity, confidence and attitude. Sara’s wide public appeal and versatility in cinema make her a natural fit for a heritage brand looking to connect with modern audiences.
Longines: heritage, precision and India ties
Founded in Saint‑Imier, Switzerland in 1832, Longines is known for graceful designs, precision engineering and a long history in sport timing and aviation. Its winged hourglass logo is recognised in more than 150 countries. Longines’ association with India dates back to 1878, when the brand first sold watches in the country — and this new partnership is framed as a way to further strengthen that historical connection.
Spotlight on the PrimaLuna collection
The collaboration will highlight Longines’ PrimaLuna collection, known for its elegant lines and feminine sophistication. PrimaLuna’s aesthetic — a blend of classic details and contemporary sensibilities — aligns with Sara’s public image, making the partnership appealing both to watch enthusiasts and fashion followers.
Where this fits in Sara’s journey
- Film career: Sara made her debut in 2018 with Kedarnath and has since appeared in films like Simmba, Atrangi Re, and Zara Hatke Zara Bachke.
- Public image: She combines star power with an outspoken, relatable persona that resonates with younger audiences.
- Academic background: A Columbia University graduate with a degree in history and political science, Sara is often praised for her intelligence in addition to her on-screen work.
All of these elements — talent, style and substance — helped position her as a face who can represent Longines’ values of precision and heritage while appealing to today’s consumers.
What to expect next
Fans can likely expect campaigns and events centered on the PrimaLuna line, as well as creative shoots and public appearances featuring Sara. For Longines, the partnership offers fresh cultural relevance in India and beyond. For Sara, it adds another high-profile global collaboration to her growing list of brand associations.
Final note
With Sara Ali Khan on board, Longines gains a contemporary ambassador who reflects both elegance and modernity. The collaboration looks set to blend the watchmaker’s long-standing heritage with Sara’s dynamic public appeal — a combination that could bring renewed attention to Longines’ classic collections among younger buyers and fans of Bollywood alike.
