In a new foray into the fashion world, Tamannaah Bhatia is putting her focus on what is on her wrist. The actor and entrepreneur has been tapped as the latest face of GUESS Watches in India.
The Mumbai launch on September 2, 2026, served to put the official seal on this arrangement, with GUESS Watches formally designating her as its new Brand Ambassador for the region. But this is more than a standard celebrity endorsement. By having Tamannaah at the helm of its forthcoming FW26 (Fall/Winter 2026) collection, GUESS is making a play for a younger, style-aware Indian demographic through a mix of digital engagement and fashion storytelling.
Why GUESS Watches Chose Tamannaah Bhatia
Tamannaah’s involvement will be felt across the board. She is set to front the campaign debuting in September and make regular appearances on the brand’s social and digital channels as well as at various consumer activations. Under the terms of an initial two-year deal, GUESS and Timex Group India, the local licensees, have also committed to ramping up their investment in campaign communications over past endeavours. For the consumer, it means she will be the more prominent figure in how GUESS puts forward its narrative and styling in India.
The “GUESS Girl” Has a New Face in India
There is a clear rationale behind the selection. GUESS and Timex see in Tamannaah the very essence of the “GUESS Girl” – bold, confident and effortlessly glamorous. Paul Marciano, co-founder and CCO of GUESS, was quick to note that she has the right “bold and fashion-forward spirit” to give the FW26 line the energy and individuality it requires. Deepak Chhabra of Timex Group India put it in similar terms, calling her one of the industry’s premier fashion stars.
GUESS Watches’ Bigger Fashion Play in India
The move is part of a broader strategy for GUESS in India. The brand is intent on building cultural relevance with the younger set in the metros and beyond without losing its global identity, and to that end some 65 per cent of its outlay is being channeled digitally. Ultimately, GUESS wants to reframe the watch from a timepiece to an article of personal expression, and Tamannaah’s influence suits the purpose. It was evident at the Mumbai event where, in a fitted chocolate-brown dress, she made sure the GUESS watch was the star of the show.
