Mumbai: Fossil unveils its new global campaign ‘Made For This’ to the Indian market, with brand ambassadors Varun Dhawan & Kriti Sanon as the face of its revamped collection of timepieces, leather goods, and jewellery
FOSSIL is excited to announce the launch of their latest campaign, Made For This. Alongside the campaign unveils, the brand reveals a complete overhaul of its creative expression across all touchpoints, inclusive of a modernized brand image and premium product assortment.
“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 also 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,” says Lisa Pillette, Chief Marketing Officer at Fossil Group. “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 holistic brand work also extends into the product, including the identification of refreshed signature design elements, premiumization of materials and a refined design vision with the establishment of iconic platforms across categories—elevating the line to coincide with the revitalised brand ethos.
“As people experience moments, big and small, we want Fossil to be present and an important companion on their journey,” said Melissa Lowenkron, chief brand officer. “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 deliberate attention to design, incorporation of premium materials and establishing identifiable signature design elements across categories.
The Crest
Fossil is known for its original graphics. It has created thousands of illustrations over its nearly 40-year history that have shown up across every aspect of the brand—from tins to advertisements to the products themselves. The Fossil Crest is a special icon that has been used since the beginning—and one that kept coming back throughout the decades. Like all crests, its design carries a piece of the Fossil legacy. Look for it across the collections—a defining Fossil design element bridging the past to the future.
Legacy Charm
Fossil has always celebrated individuality and creativity. The new Legacy Charm is made to be personalised with your favourite letters or initials. With a nod to Fossil’s watchmaking heritage, this engravable charm is inspired by classic pocket watches. It rotates to evoke a globe, an important icon throughout Fossil’s history and a reminder of all the places you’ll go. The Legacy Charm tells Fossil’s story-now let it tell yours.
Signature Knurling
A defining texture of Fossil watches through the decades—knurling is inspired by American innovation. This diamond-etched texture was created for functional purposes, to make metal tools easier to handle and work with. Fossil used its Signature Knurling to add grip to its watch crowns since the beginning, but today you can find this distinctive texture across all of the brand’s accessories, from watches to leather goods.
Heritage D-Link’s
Timeless design that ingeniously blends form and function has always inspired Fossil creations. The d-link is just this kind of design—it’s as stylish as it is functional. To make it their own, Fossil softened its aesthetic, paired it with its signature materials and featured it as an iconic design element across their watch, jewellery and bag collections. Whether it links a watch strap to its case or forms a sculptural chain to wear— the Fossil Heritage D-Link connects design heritage to modern style.
“It’s an absolute delight for me to collaborate with Fossil as we celebrate the enduring legacy and rich heritage of this iconic brand through its new Made For This Global campaign. Thoughtful design and innovation are the foundation of Fossil timepieces, and this shines brilliantly in the Fall 2023 collection. It seamlessly blends Fossil’s tradition of exceptional craftsmanship with contemporary styles. Whether it’s a significant life event or a casual day, I rely on Fossil timepieces to elevate my look and express my style.” said Fossil India brand ambassador Varun Dhawan
Timepieces
An instant classic, Carraway is thoughtfully designed down to every last detail. With a two-layered dial in navy or gold tones, curved-for-your-wrist case and bracelet options of two-tone or gold-tone stainless steel 7-link bracelet, or leather strap with soft nubuck lining, it’s as timeless as it is comfortable.
This 45mm Machine features a grey brushed sunray dial, automatic movement and a brown LiteHide leather strap.
Our most innovative dive-style watch is tested to 100 meters of water resistance and tracks multiple time zones*. The Fossil Blue GMT also features a rotating 24-hr. bezel, bold oversized crown and lume indices for easy readability. Made for any adventure.
Purposeful design details define our time-honoured watch collection, Fossil Blue Dive. This dive-style timepiece is expertly crafted with a three-link stainless steel bracelet, geometric indices and a unidirectional rotating top ring. Tested to 100 meters of water resistance*.
“The Made For This campaign beautifully commemorates Fossil’s incredible journey, connecting its timeless history to its exciting future plans. The Fall 2023 collection is a testament to this vision, exploring classic and vintage elements to create fresh and modern designs. With a diverse range of choices, the collection allows me to showcase different facets of my personal style. I’m truly thrilled to be part of this remarkable campaign and can’t wait to share it with the world.” said Fossil India brand ambassador Kriti Sanon
The 23mm Raquel features a white satin dial, three-hand date movement and a black LiteHide leather strap.
A true icon from our archives, the rectangular Raquel watch is updated for the current moment. Slim and versatile, it features a mother-of-pearl watch face with a glitz inner-frame, three-hand date movement and a brushed and polished two-tone 7-link bracelet.
This 38mm Scarlette features a gold sunray dial, three-hand date movement and a gold-tone stainless steel bracelet.
Introducing Lennox, a beautifully crafted, elevated handbag collection that transcends trends with its rich, smooth-grain leather, suede microfiber lining and contrast stitching. Available in various sizes and colourways – including mahogany Italian leather embossed with a lizard-scale texture-it features our signature Crest closure and Legacy Charm. It’s sure to establish its status as your newest must-carry.
A reinterpretation of an “it” shape from the ‘90s, this refined version of our crescent-shaped bag is replete with thoughtful details. Outfitted in soft black leather, Harwell features saddle stitching, a leather-wrapped buckle, knurled studs—a design code adopted from our watches—and an adjustable strap.
Our Fossil Heritage Jewelry collection is defined by bold, iconic hardware and refined finishes. This striking gold-tone collection features a necklace with mother-of-pearl charm and lobster clasp, an anchor chain necklace with our signature D-link design that can be worn solo or layered with your favourite necklaces. It also includes a gold-tone bangle with a D-link design, and earrings with clear glass crystals can be worn solo as an everyday piece, or stacked with your favourite studs and hoops.
Introducing the Candy Jewels collection—a modern take on elements of Art Deco. The on-trend pinky cocktail ring features a cushion-cut emerald green crystal with a navy enamel border (available in sizes 3-9).
The Fossil hoop earrings feature gold-tone stainless steel and hoop closures. The multi-strand necklace features gold-tone stainless steel and a lobster clasp closure.
