Unveiling its latest timepiece for the Indian customer, a Swiss watch major made MTV VJ Jose as its new icon.
"Wearing watches also builds up attitude unlike in past when checking up the time was the only pre-requisite," Jose, the heart throb among young female audiences, told here unveiling a luxury Swiss watch range.
Jose, who believes different genres of reality shows have now contributed immensely in building up the profile and style statement of every single youngster in the country, feels blowing up on consumer front to dress up yourself is not a sinful act for even the middle class youth anymore.
"For instance donning T-Touch Expert Solar, drawing from solar energy, will no doubt add up to the confidence level of a fashion conscious youth. We have been touching phones so far, now he will touch watches after charging in sunlight and differently priced," he quipped.
"This is the first ever touch-screen watch powered by solar energy with multi-function touch screen display," a spokesman said.