Swiss watchmaker Victorinox has named actor Abhay Deol as a Friend of the Brand for a festive campaign in India, centred on its 'Spend Your Time Wisely' philosophy and the tradition of gifting watches during celebrations.
The campaign seeks to connect the company’s Swiss heritage with Indian festive customs, positioning timepieces as gifts associated with personal milestones and relationships.
Deol’s association with the brand forms part of its efforts to communicate this positioning to Indian audiences. In a statement, the actor said he was drawn to Victorinox’s authenticity, sense of purpose and consistency in upholding its values.
Commenting on the collaboration, Abhay Deol says, "I've always believed that the choices we make define who we become. What resonates with me about Victorinox is its authenticity, its strong sense of purpose and the integrity with which it has stayed true to its values for generations. There is a timeless quality to the brand that goes beyond products. I'm delighted to be part of this journey and to share that message with Indian audiences across the world."
Avirup Mukhopadhyay, Head of Marketing, Victorinox India, says, “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."
The campaign reflects a broader marketing approach in which heritage brands adapt their positioning to local cultural occasions, using celebrity associations and gifting traditions to establish relevance in regional markets.