Salman Khan’s latest collaboration with a watch brand is being spoken about for a different reason, not scale, but sentiment.

The 60-year-old actor has partnered with Jacob & Co. to unveil a limited-edition watch that leans heavily on memory and identity, more than just luxury appeal.

The piece, titled “The World Is Yours Dual Time Zone”, has a personal story that began decades ago with Jacob Arabo, who received a watch from his father as a teenager.

Now, that idea of inheritance has been extended. The new edition also pays tribute to Salim Khan, Salman’s father, and links two family histories across continents.

But what is catching attention is the watch’s design language. Its dial consists of the colours of the Indian flag, with saffron, white and green worked into the face, while the Ashoka Chakra sits at the centre. 

It is a rare move in the luxury watch space, where national symbolism is not often this direct.

Sharing the sentiment behind the piece, Salman expressed on Instagram, "The World Is Yours Dual Time Zone isn’t just about telling time, it’s about honouring the journey. The cities that shaped me. The people who stood by me. The family that keeps me grounded."

The watch features dual independent time zones and a complex structure of over 200 components.