Victorinox India has appointed actor Abhay Deol as its Friend of the Brand for its watch portfolio for the coming 18 months, as announced by the brand on Tuesday. Known for his authenticity, independent spirit and thoughtful approach to life, Deol reflects values that have guided Victorinox for more than 140 years.
The association will bring Abhay Deol across Victorinox’s watch portfolio, all collections including I.N.O.X., Maverick, Concept One Solar, Air Pro, Dive Pro and Concept One Automatic. Throughout this term, he will feature across all media touchpoints, including digital, outdoor and retail touchpoints, celebrating a shared commitment to character, quality and enduring craftsmanship.
At the heart of the collaboration is Victorinox’s global watch campaign – Spend Your Time Wisely. A belief that time is our most valuable resource, and that how we choose to spend it says something about who we are. For India, Victorinox is bringing this global philosophy to life through Abhay Deol, whose distinctive approach to life reflects the idea of making thoughtful, individual choices. Through his journey with the brand, Abhay will introduce audiences to Victorinox watches not simply as timepieces, but as companions to the moments that make time meaningful.
The campaign will roll out across the most important festive occasions in India, from Diwali, Raksha Bandhan and the wedding season.
Commenting on the campaign, Avirup Mukhopadhyay, Head of Marketing, Victorinox India, said: “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.”
Abhay Deol added, “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.”
Commenting on the announcement, Debraj Sengupta, Managing Director, Victorinox India, said, “At Victorinox, every partnership is guided by shared values. Abhay Deol represents authenticity, thoughtful choices and quiet confidence – qualities that closely reflect our brand philosophy. As we continue strengthening our presence in India, this collaboration marks an important step in building deeper connections with consumers while staying true to our Swiss heritage and commitment to quality.”
