GUESS Watches Signs Tamannaah Bhatia as India Brand Ambassador for FW26
~ A Mumbai launch, a September FW26 film, and a fashion-watch bet on glamour over utility ~
Mumbai, September 2026: GUESS Watches has named actor and entrepreneur Tamannaah Bhatia as its brand ambassador in India, putting a high-visibility fashion face behind its FW26 collection as Timex Group India pushes the line deeper into style-led territory. The partnership was unveiled at a launch event in Mumbai, with Bhatia’s first campaign set to roll out through September across brand communication, social platforms and consumer experiences.
For GUESS, the casting is less about a functional timepiece pitch and more about treating watches as statement accessories. The brand has long sold bold, trend-driven designs; with Bhatia it is leaning harder into individuality, glamour and the idea of the “GUESS Girl”confident, fashion-forward and designed to stand out rather than blend in.
Why Tamannaah
Paul Marciano, Co-Founder and Chief Creative Officer of GUESS?, framed the appointment as a natural fit with the house’s fashion DNA. “Tamannaah perfectly captures the bold and fashion-forward spirit of GUESS. Her distinctive style, confidence and effortless glamour make her a natural fit for a category where fashion and self-expression are at the heart of every design. With Tamannaah as our new Watches Brand Ambassador, we look forward to bringing the FW26 collection to life in a way that reflects the energy, attitude and individuality that define GUESS Watches,” he said.
Bhatia herself positioned the category as a look-maker rather than a utility buy. “I have always believed that the right accessory can completely transform a look, thats what I love about GUESS Watches. They’re not designed to blend in; theyre designed to make a statement. I’m excited to bring my own style to the GUESS world and see where we take this journey together,” she said.
India playbook
On the India side, the move sits with Timex Group India’s bid to deepen GUESS Watches’ fashion credentials among younger, style-conscious consumers. Deepak Chhabra, Managing Director, Timex Group India, said the partnership is about shared attitude as much as shared aesthetics. “Tamannaah Bhatia and GUESS Watches share more than an aesthetic, they share an attitude. GUESS has always stood for bold self-expression, and Tamannaah brings that same confidence and individuality to everything she does. Her distinctive style makes this a natural partnership, giving us an exciting opportunity to further deepen GUESS Watches’ fashion credentials and connect with a new generation of consumers in India,” he said.
The commercial beat is clear: a Mumbai unveil, a celebrity-led FW26 campaign debut in September, and a communication system built to travel across campaigns, social and experiences. In a crowded fashion-watch aisle, GUESS is betting that a pan-India star with a fashion-first public image can sharpen salience faster than product claims alone—and that the watch becomes part of an outfit story, not just a wrist check.
