Talk about competition.

The Jackson Heights area -- in New York's Queens district -- is dominated by Bollywood at the moment, and the subjects of these two billboards seem too close to be a coincidence.

On one side of the building there is a picture of Guru-star Abhishek Bachchan, endorsing Omega watches.

On the other side is Don-star Shah Rukh Khan, egging you on to buy a Tag Heuer.

Which superstar you would choose -- to guide you in acquiring an expensive timepiece -- rests entirely on your discretion.

Without being able to help it, all we can say is that this fight is worth a watch.

Photographs: Paresh Gandhi