Is India Becoming a Bollywood-driven Luxury Market?

In recent months, luxury watch brands have announced several Indian celebrities as ambassadors. The most notable, perhaps, is Priyanka Chopra Jonas, appointed a Rolex Testimonee in June 2026 while continuing her partnership with Bvlgari as ambassador for High Jewellery. Even new-generation Bollywood actresses such as Ananya Pandey and Janhvi Kapoor are repping watch brands, with Piaget and Baume & Mercier respectively. 

Luxury watches have always relied on brand ambassadors, be it athletes or Hollywood A-Listers, to shape brand image and elevate visibility. Global maisons seem to be adopting the same strategy in India now. As the country cements its place as one of luxury's fastest-growing markets, they are recognising a simple truth: if you want to speak to India, you need Bollywood.

Is India a Bollywood-driven market?

This is the question that arises when brands are strategically picking Bollywood celebs as ambassadors. The past two years have made that strategy impossible to ignore. Rolex welcomed Priyanka Chopra Jonas into its family of Testimonees, adding one of India's most globally recognised actors to a roster that includes legends such as Roger Federer and Martin Scorsese. Piaget appointed Ananya Panday as a ‘Friend of the Brand’, who is also a Chanel beauty ambassador. These partnerships are a mix of local and global, where Indian celebrities represent the brand globally but also enhance its visibility locally. 

This type of partnership balances representation and influence perfectly. While luxury purchases in international markets are driven by storytelling and heritage, India’s luxury consumers continue to view celebrities as cultural validators and tastemakers. Bollywood’s influence on fashion trends is undeniable. And, watches are no exception. When a celebrity wears a particular timepiece on the red carpet, or during a high-profile wedding, it instantly becomes part of the aspirational conversation.

This is especially true in Tier-2 cities in India, where Bollywood ambassadors dictate best-selling watches, especially in the entry-level segment. Rado exemplifies this approach, with ambassadors such as Hrithik Roshan and Katrina Kaif fronting the campaigns, making the brand quite popular among younger audiences. A familiar face offers an accessible entry point for younger collectors while also projecting aspiration. 

The Gen Z Audience

Bollywood stars still hold sway over India's Gen Z audience. This explains why a heritage-forward maison like Piaget would pick Ananya Pandey as a friend of the brand. She speaks to a younger demographic that is still discovering luxury through a fashion-forward lens. Janhvi Kapoor’s collaboration with Baume & Mercier follows the same strategy. The brand launched a jewellery-forward piece, Joia de Baume & Mercier, this year at Watches and Wonders. Jahnvi Kapoor also made an appearance at the watch fair and a special soiree in Geneva for the brand. 

With younger ambassadors, these brands also gain visibility through social media. They no longer need big budget campaigns or billboards, as celebrities can be spotted wearing the watches casually at the airport or in paparazzi pictures. Luxury brands seem to be increasingly favouring organic promotion instead of traditional advertising campaigns. 

The Challenge

The challenge lies in the duality of the Indian market. On the one hand, there are seasoned collectors and on the other is the younger generation. Overall, India's luxury market is maturing. Enthusiast communities, collector forums and specialised publications have created an audience that increasingly values authenticity over celebrity alone. These buyers today are researching calibres, comparing finishing techniques and following Watches and Wonders launches with genuine interest. For these consumers, an ambassador may create awareness, but it won't close the sale.

Ultimately, Bollywood's value lies in shaping aspiration. Luxury has always relied on storytelling, and in India, none capture attention quite like Bollywood’s biggest stars. They introduce brands to new audiences, elevate cultural visibility and help transform international maisons into household names.

As India's luxury market continues to evolve, craftsmanship, heritage and product innovation will undoubtedly play a greater role in purchase decisions. But for now, Bollywood remains one of luxury's most powerful marketing currencies. In a market where aspiration often precedes acquisition, the right celebrity doesn't just sell a watch, they sell the dream that comes with wearing one.

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