Helios Luxe onboards John Abraham for ‘extraordinary watch stories’

Helios Luxe, a chain of luxury watch boutiques from the House of Titan, has onboarded actor and producer John Abraham as the narrator of extraordinary watch stories with “Stories That Deserve Your Time”. 

John comes on board as the narrator connecting these different worlds, inviting consumers to discover a new perspective on watchmaking while allowing each brand’s individuality to take centre stage. 

Speaking about the campaign, Rahul Shukla, Vice President and Chief Sales and Marketing Officer, Watches Division, Titan Company Limited, said: “Time is the one luxury none of us can buy more of, so anything that asks for it had better be worth it. That’s the promise behind this campaign. Most people look at a watch and ask what it does. We wanted to turn that question around. What does it stand for? What’s the story behind it? And perhaps, what part of that story do I identify with. Every brand at Helios Luxe was born out of a conviction. A rebel’s streak, a love for the ancient, a refusal to play by the rules, and the ambition to build in India for the world. Each has a story that goes beyond the product, rooted in an idea that someone believed in enough to bring to life. And here’s the thing: you’ll rarely find these stories written on the dial. They hide in the details. In a hand-painted dial, an unexpected crown, or a mechanical calibre revealed only when you turn the watch over. Once you know where to look, every watch invites you to discover something more, and each brand reveals a world of craftsmanship and imagination worth every second of your time. John was the natural choice to tell these stories. He loves machines, understands engineering, and knows that what’s inside matters just as much as what you see.”

Speaking about his association with Helios Luxe, John Abraham said: “I’ve always been fascinated by what makes a machine tick. You look at a watch and see its design, but inside it is a world of engineering, precision, and thought. The more you understand how it works, the more you appreciate the people and ideas behind it.

That’s what draws me to Helios Luxe. Each brand has its own point of view, its own way of bringing design and engineering together. I’m looking forward to discovering what makes each one distinct and sharing those stories with people. A watch tells time, but it can also tell you a lot about the mind that made it.”

The campaign will unfold through a series of films, beginning with lead films that introduces the world of stories at Helios Luxe. Individual brand films will explore the identities and philosophies of the brands, followed by specific pieces delving into design, horology and heritage to offer a deeper appreciation of the craft behind each timepiece. 

The campaign film, ‘Stories That Deserve Your Time’, is live now. 

• A Luxe Affair ft. John Abraham | Helios Luxe - luxury watch boutiques from the House of Titan

• A Luxe Affair ft. John Abraham | Helios Luxe - luxury watch boutiques from the House of Titan