Lee is its brand ambassador both in India and Australia. This is Timex's Billenium year. Lee will fly to India in September 2003 to shoot advertising material and make select appearances. He will also be making appearances on behalf of Timex during the Australian visit to India in November.

Timex Watches India's regional director South-Pacific and MD Kapil Kapoor was quoted in an official release as saying, "We expect an immediate increase in our current market share of 22 per cent, with a surge of 100 per cent in sales during the festive season coming up after a promotional campaign featuring our brand ambassador Brett Lee in September 2003. We expect to see our market share rise by 11 percentage points to 33 per cent in 2004."