Swiss luxury watchmaker Longines has announced actor Sara Ali Khan as its new brand ambassador.

Khan brings a blend of contemporary appeal, authenticity, and timeless grace, qualities that align closely with Longines’ long-standing philosophy of elegance and precision.

Part of the Swatch Group, the world’s largest manufacturer of timepieces, Longines has a history of associating with influential women globally who represent sophistication, confidence, and understated luxury.

The association with Khan reflects the brand’s continued commitment to celebrating modern femininity rooted in heritage, craftsmanship, and legacy.

For Khan, elegance and legacy are deeply personal. Raised in a family where grace, dignity, and cultural lineage have 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’s history, marked by artistic excellence and cultural impact, has instilled in her a deep respect for heritage and continuity.

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