Mumbai: "There are only two Khan's - Genghis Khan and Shah Rukh Khan. There's no other Khan," said the mega superstar Shah Rukh Khan in a seven star hotel in Mumbai at the Tag Heur Don party.

The Badshah knows how to self promote, if nothing else.

This statement was in response to a question asked by a journo in reference to Salman Khan applauding Don at the Jaaneman party. "I am looking forward to Don as my father had co-written the film," Salman had said.

Shah Rukh was there for the TAG Heuer unveiling of the Shah Rukh Khan Monaco Sixty Nine limited edition timepiece. The Monaco Sixty Nine is the first watch to offer both mechanical and digital displays by merely pivoting the case.

The watch will be featured in the upcoming SRK starrer Don, due to release on 20 October.

The strikingly bold, the digital side of the dial carries Shah Rukh Khan's signature on the range of watches limited to 150. A priceless possession, valued at Rs 305,000.

Some of the other brand ambassadors TAG Heuer has globally are Sushmita Sen, Brad Pitt, Uma Thurman, Tiger Woods, Maria Sharapova and Team McLaren Mercedes in Formula 1 racing. However, Shah Rukh is the only one to be honoured in this way.

"Shah Rukh Khan is the only TAG Heuer global brand ambassador who is honoured with the signature series this year. He is a super achiever, a phenomenon, and a unique star who has surpassed all expectations and given us award-winning performances. He epitomizes the true essence of the brand and interestingly his personality almost mirrors the TAG Heuer brand values such as undying passion, his eternal search for perfection and precision - and that makes him the perfect choice for dedicating a Limited Edition watch to him," said LVMH Watch and Jewellery Asia Pacific president Ravi Thakran.

The SRK timepiece, which is incorporated in the film Don in an exciting fashion, has design inputs from Shah Rukh himself and is packaged in a special case designed specially for the limited edition.

Khan said, "I am extremely pleased of my association with TAG Heuer. Especially today as they have launched this special Monaco Sixty Nine Limited Edition series, which is the best reflection of my attitude and personality. This limited edition signature series from the leading watch brand of the world, reflects TAG Heuer's values of excellence, precision and perfection. In my forthcoming movie Don, you will get to see a lot of this stylish accessory and I am sure you will fall in love with it."

TAG Heuer, this year, also celebrates its 100th anniversary in India.

From comments like the one made by King Khan, and others, looks like there might be some stiff competition between the megastar SRK and Salman this Diwali. Trade analysts are saying that both the films are going to have an 80% opening.

However had the films released separately, the collections would have been 100%. Nevertheless, with a long Diwali weekend followed by Eid on 25th October, one can be sure the tickets will be flying out the box office windows.

Be sure keep an eye open this Diwali for the new watch as you watch Don.