Emporio Armani has named filmmaker and actor Farhan Akhtar as its brand ambassador for watches in India, the brand announced on Monday.

Akhtar becomes the first Indian ambassador for Emporio Armani watches in the country. He will represent the brand starting with its Fall 2026 Collection, which features the World Explorer, a titanium limited-edition timepiece, and the Archetipo Automatic.

In a statement, the brand said Akhtar's ability to reinvent himself while staying true to his identity reflects Emporio Armani's philosophy of timeless design with a contemporary spirit. It said his versatility speaks to a new generation of consumers, for whom substance is as important as style.

"I've always admired Emporio Armani for its ability to remain relevant without chasing trends," Akhtar said. "There is a timelessness to the brand that comes from being confident in its identity while continuing to evolve with the times." Previously, Arjun Kapoor and Kartik Aaryan have represented Armani's fashion and A|X Armani Exchange lines in India.

Reporting based on: t2online.in, inshorts.com:443.