Titan Edge ropes in Jim Sarbh for ‘Engineered with HeART’ campaign

Edge by Titan, India’s proudly homegrown hallmark of design-led perfection and engineering finesse has welcomed actor Jim Sarbh for its latest campaign. The actor has been roped in to portray Edge’s belief that perfection is where design brilliance meets engineering genius, also paying tribute to the spirited innovation Titan is known for since its inception.

Built around the thought of “Engineered with HeART”, the campaign celebrates the belief that true excellence lies at the intersection of precision engineering and creative ingenuity. It is a philosophy that mirrors both Edge and Jim Sarbh himself, whose thoughtful, unconventional approach to his craft has consistently challenged convention and pushed boundaries.

The collaboration arrives alongside the launch of Made in India: A Titan Story, the highly anticipated Amazon MX Player series that chronicles the remarkable journey of Titan and the visionaries who transformed an audacious idea- building India’s first world class watch brand into one of the most beloved consumer brands, and eventually challenged legacy watch makers to build the slimmest watch ever by an Indian brand with Edge. Against a pre-liberalised India backdrop, the series charts Titan’s journey from being a dream to becoming synonymous with Indian grit, determination and prowess. Jim Sarbh essays Xerxes Desai in the series, the founder of Titan’s watchmaking empire, whose constant push for perfection finally led to Edge in 2002. 

Edge started as an inquiry by master visionary Xerxes Desai: What if we went all the way with precision? What began as a daring vision took shape into a silhouette that would come to be recognised across the globe, forged with patience, trial and tremendous attention to detail. And so, the signature 1.15mm movement was born – the “slimmest watch in the universe” in 2002. A study in minimalism, built through mastery and realized with material innovation – where impossibility was not challenged loudly, but engineered quietly.

At the heart of the campaign is Edge Fumage, Edge’s most significant launch of the year. Defined by a bold new design language and the discipline of reduction, a Grade A ceramic construction and a distinctive fumé dial, the collection embodies the philosophy that has guided Edge since its inception: where engineering and design are conceived as one.

Speaking about the collaboration, Jim Sarbh said “Titan’s story is one of conviction, creativity and courage. Portraying Xerxes Desai allowed me to understand the extraordinary vision behind the brand and the people who built it. What I find compelling about Edge is that it carries the same spirit forward. It is a product born from precision, but equally from imagination. That intersection of engineering and artistry is something I deeply connect with.”

Commenting on the campaign and association, Kalpana Rangamani, Chief Sales & Marketing Officer, Titan, said, “Edge has always represented Titan’s relentless pursuit of innovation, where precision engineering and thoughtful design come together as one. Our collaboration with Jim Sarbh is a natural fit. As audiences rediscover Titan’s pioneering journey through Made in India, this campaign stands as a reminder that the spirit of innovation that built Edge continues to shape its future. It is a celebration of poetry in motion, patience and Indian horology at its finest.”

Edge celebrates a legacy that lives on. Think trail-blazing innovation in watchmaking in India. Think designs that have captured imaginations and challenged perceptions across the globe. Welcome to Edge, where the impossible is redefined.

EDGE Fumage collection is an extension of that vision. Minimalism as a design philosophy, fuelled by mastery. Pushing the boundaries of thinness in watchmaking, while embodying Edge by Titan’s commitment to timeless style, absolute precision and design that will stand the test of time. Together, Edge by Titan and Jim Sarbh tell a story that’s personal. Incredibly Indian. And timeless in its reach – a story about ideas, craftsmanship and going all-in on perfection.