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.

As loyal in real life (doting husband, fond father and dear friend) as he is in his films, the superstar is reportedly promoting the regular Monaco 69 heavily by integrating it in his soon to be released movie, Don (where he is reinterpreting an act already assayed by Amitabh Bachchan years earlier) in a manner befitting his role. The limited edition Monaco 69 shall carry SRK's signature on the digital side of the dial and shall come in a special pack designed and developed to suit SRK's personality and style. For those who remember SRK from his Baazigar (one of his early films) beginnings in Bollywood will agree that the star has metamorphosed caterpillar like, into a stylish avatar indeed. A look naturally complemented and completed by the newest toy that he wears on his wrist!