Tommy Hilfiger, part of PVH Corp., has appointed actor Vedang Raina as its India brand ambassador for watches.
Raina will front the brand’s Fall/Winter 2026 watch collection campaign in India. The association combines Tommy Hilfiger’s established American design identity with Raina’s contemporary image.
Bringing Heritage to a Younger Audience
The partnership is aimed at younger, style-conscious consumers. It also reflects how fashion and watch brands are increasingly using entertainment personalities to refresh established brand codes.
Raina describes Tommy Hilfiger as a brand associated with understated confidence and timeless style. He also positions the watch as a personal detail that can communicate individuality without being overt.
For marketers, the partnership highlights the role of ambassadors in translating global brand language into local cultural relevance. Raina’s growing youth appeal can help Tommy Hilfiger make its watch portfolio more visible among younger Indian consumers.
Watches as Everyday Style Statements
The Fall/Winter 2026 men’s collection introduces new models, including Hampton and Bryant. The campaign presents the watches around three attributes: classic design, contemporary styling and everyday functionality. This gives the collection a broader positioning than occasion-led luxury.
The campaign also creates scope for digital storytelling around personal style, fashion and everyday wear.
The Last Word
For heritage fashion brands, the next growth lever may be less about changing their identity and more about finding contemporary voices to reinterpret it.