Actor and entrepreneur Tamannaah Bhatia has joined GUESS Watches as the brand’s new ambassador in India, marking a new high-profile partnership for the fashion watch label.
The association was announced at an event in Mumbai, where GUESS Watches introduced Bhatia as the new face of the brand. She will feature in upcoming campaigns and consumer-focused initiatives as the company works to strengthen its connection with younger fashion-conscious shoppers in India.
Bhatia’s first campaign for GUESS Watches will feature the brand’s Fall/Winter 2026 collection and is scheduled to launch in September.
The upcoming campaign will present watches as an important part of personal style rather than simply an accessory used to tell the time.
GUESS Watches has long positioned its products around bold designs and fashion-focused detailing, and the new campaign is expected to bring Tamannaah’s personal style into that approach.
The actor has built a strong presence across Hindi, Tamil and Telugu cinema and has also become a familiar face in fashion and beauty campaigns. Her ability to connect with audiences across different regions gives the partnership particular relevance for a national brand campaign.
Speaking about the association, Bhatia highlighted the role accessories can play in changing the overall character of an outfit. A watch, while traditionally viewed as a functional item, can now be as much a fashion statement as jewellery, footwear or a handbag.
That shift is particularly visible among younger consumers, who increasingly choose watches based on design, colour, size and how well they complement an outfit.
The new partnership is part of GUESS Watches’ broader effort to reinforce its position in the fashion-watch category.
The brand has built its identity around trend-driven designs that allow customers to use accessories as a form of personal expression. From statement pieces to more versatile everyday designs, fashion watches are increasingly competing for attention in a market where smartwatches and traditional timepieces serve very different purposes.
For GUESS Watches, this makes brand identity and visual appeal especially important.
Paul Marciano, Co-Founder and Chief Creative Officer of GUESS?, said Tamannaah’s style and public personality fit the qualities the brand wants to represent through its watches.
Deepak Chhabra, Managing Director of Timex Group India, also indicated that the partnership could help GUESS Watches reach a wider group of Indian consumers and strengthen its message around individual style.
For Tamannaah Bhatia, the GUESS Watches association adds another prominent name to her growing presence beyond films.
Over the years, she has become one of the few Indian actors with significant recognition across multiple film industries. Her work in Hindi, Tamil and Telugu cinema has given her a broad audience, while her public appearances and fashion choices have helped establish her as a familiar name in India’s lifestyle and entertainment space.
That combination makes her a suitable choice for a fashion-led accessories campaign.
Unlike an endorsement based purely on celebrity recognition, a watch campaign depends heavily on styling. The product needs to become part of the person’s overall look, and Bhatia’s frequent presence on red carpets, promotional events and fashion platforms gives the campaign multiple opportunities to connect the watch with different styles and occasions.
Tamannaah’s first GUESS Watches campaign is set to debut in September and will showcase the Fall/Winter 2026 collection.
The partnership is expected to extend beyond traditional advertising, with activity planned across social media and consumer-facing experiences.
The timing is also notable because India’s accessories market is becoming increasingly style-driven. While smartphones and smartwatches have reduced the practical need for a wristwatch, traditional and fashion watches continue to attract consumers as personal accessories.
For many buyers, a watch is now chosen much like jewellery. Its shape, dial, strap and finish can change the overall appearance of an outfit.
This gives GUESS Watches an opportunity to focus on something the brand has always understood well: fashion can turn a practical object into a personal statement.
Tamannaah Bhatia’s appointment also reflects the growing importance of celebrities who can connect with audiences across languages and regions. With a fan base that extends beyond one film industry, she brings national visibility to the GUESS Watches campaign.
As the FW26 campaign arrives in September, the partnership will bring together Tamannaah’s fashion-forward public image and GUESS Watches’ long-standing focus on statement accessories. For Indian consumers, the campaign is likely to position the watch not just as something worn to keep track of time, but as an essential finishing touch to an outfit.