Any time…every time…he makes news. In a sense, his appeal is timeless…. So, when an international watch brand decides to launch a new edition on Indian shores - one that will have a global presence - who better to have as its 'signatory' than its brand ambassador, Shah Rukh Khan, on the same platform as Brad Pitt, Uma Thurman, Maria Sharapova, Tiger Woods and Kimi Raikkonen. For he is an embodiment of success, an example of the modern man who believes in old-fashioned values in real life, even as he enacts path-breaking roles in his reel existence. The recently launched Monaco 69 Shah Rukh Khan Limited Edition watch rests my case.

Interestingly, though the Swiss watchmaking legend that has a time-proven capacity for transforming horological dreams into reality and dates much beyond King Khan - who says, "My personal favourite is the TAG Heuer Microtimer; I find an excuse to wear it at all possible occasions" - like the superstar, it has reinvented itself to keep pace with the technological - and timely - trends in the market.