Edge by Titan has unveiled its new campaign, ‘Engineered with HeART’, featuring actor Jim Sarbh. The campaign highlights the brand’s belief that exceptional watchmaking emerges from the convergence of engineering precision and artistic creativity.
The collaboration arrives alongside the launch of Made in India: A Titan Story, the Amazon MX Player series that chronicles Titan’s journey from an ambitious idea into one of India’s most recognised consumer brands. In the series, Sarbh portrays Xerxes Desai, the visionary widely credited with shaping Titan’s watchmaking legacy and inspiring the creation of Edge.
Built around the thought ‘Engineered with HeART’, the campaign positions Edge as a product of both technical mastery and creative ingenuity. The association with Sarbh reflects a shared philosophy of challenging convention and pushing boundaries through thoughtful craftsmanship.
At the centre of the campaign is the Edge Fumage collection, the brand’s latest launch. Featuring a Grade A ceramic construction and a distinctive fumé dial, the collection embodies Edge’s long-standing design approach where engineering and aesthetics are conceived together.
The campaign also revisits the origins of Edge, which began with a question posed by Xerxes Desai: how far could precision be refined? That pursuit eventually led to the creation of the brand’s signature 1.15 mm movement, introduced in 2002 as the slimmest watch movement in the world at the time.
Speaking about the collaboration, Jim Sarbh said, "Titan's story is one of conviction, creativity and courage. Portraying Xerxes Desai allowed me to understand the extraordinary vision behind the brand and the people who built it. What I find compelling about Edge is that it carries the same spirit forward. It is a product born from precision, but equally from imagination. That intersection of engineering and artistry is something I deeply connect with."
Kalpana Rangamani, Chief Sales & Marketing Officer, Titan, said, “Edge has always represented Titan's relentless pursuit of innovation, where precision engineering and thoughtful design come together as one. Our collaboration with Jim Sarbh is a natural fit. As audiences rediscover Titan's pioneering journey through Made in India, this campaign stands as a reminder that the spirit of innovation that built Edge continues to shape its future. It is a celebration of poetry in motion, patience and Indian horology at its finest.”
Through the campaign, Edge by Titan celebrates its legacy of innovation while reinforcing its commitment to minimalist design, engineering excellence and Indian watchmaking craftsmanship.
