itan Industries, which has done quite well for itself without long-term celebrity associations, finally bit the dust. It signed on Bollywood star, Aamir Khan, as the brand ambassador for its range of watches. The Rs 959-crore company feels there�s a perfect fit between Aamir Khan and Titan. "Their stature, their timelessness and the love and trust they enjoy both nationally and internationally, make this an ideal partnership," says Bijou Kurien, chief operating officer, watches, Titan Industries. "We believe Aamir�s endorsement of Titan will go a long way in reinforcing the fact that a watch is not just a time-keeping device but an accessory that helps in self-expression."

Aamir Khan, the actor known for being media-shy, chooses his brands selectively. But obviously he hasn�t lost time in getting down to the brass tacks. "Few people know that the first watch I ever bought with my own earnings was a Titan," he said when Titan announced the tie-up. "This was way back in 1988," he added. ... more