Fossil, the 40-year-old global watches-to-jewellery brand born in the USA, has unveiled its ‘Made for this’ campaign in India featuring actors Varun Dhawan and Kriti Sanon.
Alongside the campaign, the brand has announced an overhaul of its creative expression across touchpoints, including a modernised brand image and premium product range.
Lisa Pillette, Chief Marketing Officer, Fossil Group, said, “Made For This is the culmination of extensive efforts across all areas of our business, in all regions, with both internal and external partners. We dug deep into Fossil’s nearly 40-year heritage and explored not only the role Fossil has played in so many lives for so long, but how the next generation of consumers is connecting most deeply with brands. The result of this work is our multi-year strategy that will bring our beloved heritage brand into its next era and to a new audience. A core element to this journey is a shared value between Fossil and our consumers: the ownership of one’s time. They’re incredibly thoughtful that time is spent with purpose, intentionality and community. Each way in which Fossil is a part of someone’s life – crafting leather goods that get better with age, the intention behind a watch’s intricate details, the methods in which we connect with our audience – is similarly defined by the time and care taken to create lasting products to be alongside them.”
The brand work also extends into product with refreshed signature design elements, premiumisation of materials and a refined design vision. The products range from watches to jewellery to handbags.
Melissa Lowenkron, Chief Brand Officer, added, “As people experience moments, big and small, we want Fossil to be present and an important companion on their journey. Fossil has a rich history built on innovation and craftsmanship. Our brand strategy focuses on product elevation across watches, leather goods and jewellery. This includes a deliberate attention to design, incorporation of premium materials and establishing identifiable signature design elements across categories.”
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