Khan's endorsement comes as the company is looking to break away from what it calls the sluggish growth phase facing the segment.
Manoj Tadepalli, Titan's marketing head, said the company chose Khan after extensive research, which threw up names of people with high media visibility. Khan emerged as the top choice from a list that included Amitabh Bachan and Shah Rukh Khan because Titan believed the synergy between the brand and celebrity was perfect, said Tadepalli.
"He is not only known in India, but outside as well," Tadepalli said. Titan's watches are marketed in 29 countries globally. Khan's only other ad campaign was for Coca-Cola.
Indian star Khan fronts new Titan brand campaign
India's leading watchmaker Titan Industries has broken with tradition, signing on celluloid star Aamir Khan for a multimedia campaign.