Guess Watches has appointed actor Tamannaah Bhatia as its brand ambassador as the fashion watch brand looks to strengthen its relevance among younger Indian consumers. According to Deepak Chhabra, Managing Director, Timex, the partnership comes as watches increasingly move beyond their functional role to become expressions of personal style. “You don't wear a watch to check time. You wear a watch to express yourself,” Chhabra said.
He believes Bhatia’s image closely aligns with Guess’s brand personality. Describing her as ‘bold’, ‘glam’ and ‘confident’, Chhabra said the actor brings qualities that complement the brand while helping it build greater cultural relevance in India.
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Guess, which has been present globally for around four decades, is already the second-largest fashion watch brand in the country, according to Chhabra. However, he sees considerable headroom for growth, particularly as India’s young demographic increasingly influences consumption.
The brand is also adapting its product strategy to changing fashion cycles. Chhabra said watches are now seeing new product drops every three months, compared to the traditional two-season model. Product innovation is extending beyond conventional round watches, with Guess experimenting with different shapes, colours and jewellery-inspired designs. The company has also introduced ring and pendant watches.
The brand’s communication and distribution strategy is similarly targeted. Guess operates with a separate team and positioning from Timex, with a stronger presence across premium outlets and digital commerce platforms. Its media strategy is predominantly digital, supported by influencers, fashion events and targeted point-of-sale communication.
Chhabra said Guess will largely focus on reaching consumers through targeted digital channels rather than traditional mass media, which he believes can result in excessive spillover among audiences less relevant to the brand. The company currently spends around 8 to 9 per cent of revenue on advertising and marketing, while Chhabra said the business has grown around 40 per cent over the past three to four years.
With Guess expanding into apparel, footwear, handbags and fragrances in India, Chhabra expects the broader brand momentum to support its watch business. He sees Guess growing faster than the company overall, with Bhatia’s endorsement adding another layer to that ambition.
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