Swiss watchmaker TAG Heuer on Wednesday said it has signed film actress Sushmita Sen as brand ambassadress to prop up sales.

"We have signed Sen to focus on the sales of watches for women as the ladies segment contributes 40 per cent to our worldwide sales," TAG Heuer president and chief executive officer Jean-Christophene Babin said.

In India, TAG Heuer has been present for the past two years. The company imports and sells in 18 cities through 40 stores.