Swedish watch and jewellery brand Daniel Wellington has appointed Bollywood actor Sharvari as its new brand ambassador for watches, as the company looks to deepen its presence in India’s growing premium lifestyle market.
The partnership was announced at an exclusive event in Mumbai, bringing together fashion editors, influencers, retail partners and industry representatives. The collaboration is part of Daniel Wellington’s India strategy following its acquisition by Timex Group (NYSE: TIM), which has opened a new phase of expansion for the brand.
Founded in Stockholm in 2011, Daniel Wellington built its global business around minimalist Scandinavian design, positioning its watches as accessible luxury accessories that combine simplicity with versatility. The company said it has sold more than 18 million watches worldwide since inception.
With Sharvari joining its brand portfolio, Daniel Wellington aims to connect with a younger generation of Indian consumers who increasingly view fashion accessories as an extension of personal identity and everyday style.
“India is an increasingly important market for Daniel Wellington, and as we continue to build the brand here, we wanted a brand ambassador who reflects the confidence and individuality of today’s consumer,” said Deepak Chhabra of Timex Group. He added that Sharvari’s authenticity aligns with the company’s design philosophy and that the partnership will focus on building the brand beyond traditional campaigns.
The appointment comes at a time when India’s fashion and lifestyle segment is witnessing increased activity from global brands. Rising disposable incomes, expanding organised retail and the influence of digital platforms have accelerated demand for premium accessories, particularly among younger consumers.
For watch brands, the market dynamics have changed significantly over the past decade. While traditional watchmakers continue to compete on heritage and craftsmanship, fashion-led brands are increasingly focusing on design, brand identity and consumer engagement to differentiate themselves.
Daniel Wellington’s growth globally has been closely associated with its digital-first approach and ability to build visibility through lifestyle-focused marketing. The company’s India expansion will now be shaped by its ability to translate that global positioning into local consumer relevance.
Sharvari, who has emerged as one of Bollywood’s rising actors, said the brand’s understated approach to style was one of the reasons the partnership felt aligned.
“I’ve always believed that great style doesn’t have to be loud. It’s often the little details that complete a look,” she said, adding that Daniel Wellington’s effortless and modern aesthetic made the collaboration a natural fit.
The partnership follows Daniel Wellington’s transition under Timex Group, which acquired the Swedish brand as part of its efforts to expand its presence in the global fashion watch segment. The acquisition brought together Daniel Wellington’s design-led brand equity with Timex’s established watchmaking and distribution capabilities.
As competition intensifies in India’s premium accessories market, Daniel Wellington’s focus will be on building stronger consumer connections while maintaining the minimalist design identity that shaped its global growth.
