Renowned Swiss watch brand Longines announced that film star Sara Ali Khan will join its family as the new Friend of the Brand. Welcoming the ‘Metro In Dino’ actress, Longines, in a statement, said: “With her vibrant personality, natural charm, and impeccable style, Sara is a perfect match for Longines' own commitment to timeless elegance.”
She made an impressive debut in the 2018 film, Kedarnath. Sara, who holds a degree in history and political science from Columbia University, has impressed audiences with her versatile performances in movies such as Simmba, Atrangi Re, and Zara Hatke Zara Bachke.
Expressing her excitement about the new partnership, Sara said, "I am delighted to begin an association with Longines, a brand I have long admired because we echo similar values. Their timeless elegance, and their respect for legacy truly resonates with me. Longines values authenticity, celebrates grace and precision, and inspires confidence. I couldn't be happier to join them as Friend of the Brand."
Longines has a long-standing connection with India – the brand sold its first watch in the country in 1878. “Welcoming Sara as a Friend of the Brand beautifully strengthens this historic bond, merging Swiss watchmaking heritage with the vibrant spirit of modern India,” the watchmakers said in the statement.
Based in Saint-Imier, Switzerland, Longines was launched in 1832. It has been the official timekeeper for major world championships, and has been a partner to international sports federations. Longines is a member of The Swatch Group Ltd. The brand, recognised by its winged hourglass logo, is available in more than 150 countries.