Victorinox India has appointed actor Abhay Deol as a friend of the brand for its watch portfolio for the next 18 months.

Deol will feature across Victorinox's watch collections, including I.N.O.X., Maverick, Concept One Solar, Air Pro, Dive Pro and Concept One Automatic. 

The association will span digital, outdoor and retail campaigns.

The partnership will bring Victorinox's global 'Spend Your Time Wisely' campaign to India, with Deol featuring in communications around the festive season including Diwali, Raksha Bandhan and the wedding season.

The campaign focuses on how people choose to spend their time, with the brand positioning its watches around family, relationships, traditions and personal pursuits during key celebrations and milestones.

Avirup Mukhopadhyay, head - marketing, Victorinox India, said, “With Spend Your Time Wisely, we are bringing Victorinox’s iconic Swiss heritage and craftsmanship into the heart of Indian celebrations. Our ambition is to make Victorinox watches the ideal gift for every festive occasion and the important moments that define our lives, creating a meaningful bridge between Swiss excellence and the traditions of India.”