LONGINES onboards Sara Ali Khan as ‘Friend’ of the brand

With her radiant personality, effortless charm, and sense of style, Sara perfectly reflects the spirit of timeless elegance that LONGINES stands for, the brand said

by e4m Staff
Published: Dec 17, 2025 3:59 PM | 2 min read

Swiss watchmaker LONGINES has onboarded actress Sara Ali Khan as its new Friend of the Brand. With her radiant personality, effortless charm, and sense of style, Sara perfectly reflects the spirit of timeless elegance that LONGINES stands for, stated a press release.

“Since her debut in 2018 with the acclaimed film Kedarnath, Sara Ali Khan has become one of the most admired talents in Indian cinema. With standout performances in hits like Simmba, Atrangi Re, and Zara Hatke Zara Bachke, she has showcased both versatility and charisma, earning praise from critics and audiences alike. A graduate of Columbia University with a degree in history and political science, Sara is admired not just for her acting, but also for her intellect and authenticity,” stated the release.

Celebrating the association Sara said, “I’m delighted to begin an association with Longines, a brand I’ve 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 Brand Friend.”

India has always held a special place in the Longines story. The brand sold its first watches in the country in 1878 and has since been admired by generations of watch enthusiasts. Sara’s appointment strengthens this historic connection, bringing together Swiss watchmaking tradition with the elegance and spirit of modern India, the release mentioned.