~ Specta Quartz Surfaces taps Jim Sarbh’s watchmaking heat to reframe quartz — from the crystal inside a dial to engineered surfaces built on precision ~
Mumbai, September 2026: Specta Quartz Surfaces has signed actor Jim Sarbh for a new brand film that rides a cultural moment already buzzing around watchmaking. The bet is simple: if audiences are already talking about quartz inside timepieces, move that attention to quartz as a high-performance surface material.
The voice-over-led film walks viewers across two domains — time and space — arguing that the same foundational material associated with precision in timekeeping also underpins Specta’s engineered surfaces. The creative goal is category education: turn a word people hear often but rarely unpack into a story about precision, performance and enduring design.
Creative partner Schbang frames the brief as familiarity into curiosity. “Quartz is a word people encounter often, but rarely pause to understand. Our ambition was to turn that familiarity into curiosity—and that curiosity into recognition for Specta. With Jim Sarbh leading the narrative, we have connected precision in timekeeping with precision in surface-making in a way that feels contemporary, memorable and culturally relevant,” said Afshaad Kelawaala, Executive Vice President – Integrated Solutions at Schbang.
Most surface brands sell slabs and specs. Specta is borrowing a cultural conversation already in motion — and asking India to see quartz as a material worth knowing, not just a word worth recognising.
