Mumbai: Fastrack, a youth fashion brand, has launched its boldest and most rhythm-packed drop of the year — Groove — an analogue watch collection inspired by India’s freshest sounds and most exciting emerging artists.
Celebrating the vibrant spirit of modern music culture, Groove channels the pulse of India’s diverse musical landscape into high-style, fashion-forward timepieces. Drawing design cues from disco balls, neon lights, and audio hardware, the collection features watches that echo music’s ability to express individuality and rebellion.
Pushing the boundaries of discovery, Fastrack partnered with Crab Culture, an experimental music collective, to create original tracks in unexpected everyday spaces like elevators, bookstores, and amusement parks. The campaign challenges digital monotony with the tagline: “Funk The Algorithm, I’ll Go Rhythm”, urging the youth to unplug from recommendation loops and find their own groove.
Speaking on the campaign, Danny Jacob, Head of Marketing, Fastrack Watches, said, “For our young-at-heart audience who value authenticity, we wanted our first drop of the year to feel fresh and unexpected. We drew inspiration from the emerging music culture in India — one that’s breaking the rules and bringing novel ideas to the forefront, like Crab Culture. Groove isn’t just a collection or campaign; it’s a movement that celebrates creativity and individuality in every form.”
The Groove soundtrack features emerging artists like The Yellow Diary, Reble, Gandhar, Feni, and Dhanji, whose alt-rock, hip-hop, and regional fusions are reshaping India’s sonic identity. Hailing from cities such as Pune, Ahmedabad, and Shillong, their performances amplify the spirit of homegrown experimentation and bold self-expression.
The music, style, and watches have since gone viral across social media, with over 30+ influencers — from DJs and musicians to fashion creators — showcasing the collection and sharing the Groove Sessions.
Fastrack Groove is priced between ₹2,500 to ₹6,500 and is available at Fastrack stores, Titan World, authorized retailers, and online at www.fastrack.in.
