The moment he entered the tinsel industry, he immediately got touted as the 'it' boy, for he had everything that it takes to become the poster boy of today and the superstar of tomorrow. We are indeed talking about the blue eyed boy of Bollywood, Neil Nitin Mukesh.

After having made a splash in Bollywood with his superlative acting in films like Johnny Gaddaar and Aa Dekhen Zara, Neil indeed has become a hot property not just amongst the filmmakers but also amongst the dream merchants (read 'ad walas').

After having endorsed a leading pair of shoes, Neil is now being chosen to be the Brand Ambassador for a leading brand of Italian watches called Morellato Watches.

The news is that the makers themselves came down to India to rope in this sensational actor for the reason that 'Neil has got the looks of an international star, and, with his stubble on, he looks rugged.'

Insiders say that the said brand was particularly looking for the tough look, and that's exactly the reason they did not settle with any chocolate boy Bollywood star, as they wanted to maintain brand image in an international market also.

And since the fact remains that the aforementioned watch brand has a strong presence in international market, they wanted a star, who is young and would look like an Italian or an Mexican, a 'criteria' that Neil qualified with natural ease!

All that we can say is that, now on, one can easily tell the 'real reason' of the shoot up of the watch brand's sales. What say, Neil!