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NEW DELHI: SRK, the reigning Baadshah of Bollywood, sure is one man who knows the value of time!

Seen at the launch of Tag Heuer’s ‘India Racing Limited Edition’ timepiece, Shah Rukh was at his candid and witty best. The King was all smiles, as brand ambassador for the luxury brand of timepieces, he launched the new F1 inspired collection of the premium watch brand.

Spotted in the Capital, New Delhi, it was a working Eid for the Baadshah, as his brand endorsement commitments took priority for the King Khan, over and above the festivities.

“I would like to think that I am hard working, passionate and easy. I only focus on my work because that is what really matters to me,” said Khan.

Looking dapper in a grey suit and green ascot, SRK was in his best nattily dressed avatar. Added the superstar, “The structure and mechanism of Tag watches is great. It suits my style and I can be careless with them because they are not high maintenance.”

He was extremely excited to showcase Tag Heuer’s latest collection, and was seen with super cool F2 racer Armaan Ebrahim. Also at the event, were top Tag Heuer officials and spokesmen.

Shah Rukh Khan has had a long and fruitful association with the brand, and he even spoke of his fond memories of acquiring his first ever Tag. He urged his fans to consider a beautiful and timeless watch like Tag Heuer, as a gift to friends and family for Eid.

Shah Rukh Khan’s latest film, ‘Jab Tak Hai Jaan’, is all set for release on Diwali. The film marks veteran filmmaker Yash Chopra’s last directorial outing, before his tragic and untimely demise early last week. The film also stars Katrina Kaif and Anushka Sharma.