Fossil Overhauls Brand Identity to Connect with Next-Generation Consumers

Fossil Group, Inc. , renowned for its timepieces and accessories, embarks on a transformative rebranding journey, celebrating nearly four decades of heritage while ushering in a "new era" designed to resonate with the next generation of consumers.

This comprehensive rebrand encompasses all facets of Fossil's identity, offering a modernized brand image that showcases its premium product range.

Introducing the 'Made For This' campaign, crafted to encapsulate "the journey of life and joy in the candid moments," along with the brand's unique sense of humor and optimism.

Lisa Marie Pillette , Chief Marketing Officer at Fossil Group, shared, "Made For This" reflects extensive efforts across all regions and partnerships, both internal and external. It delves deep into Fossil's rich 40-year history and explores how the next generation connects with brands. This strategic initiative will propel our beloved heritage brand into a new era, capturing the hearts of a fresh audience.

Central to this journey is a shared value: the appreciation of time. Today's consumers prioritize purpose, intentionality, and community in their time spent. Fossil, in crafting timeless leather goods and intricate watches, embodies this ethos, creating enduring products to accompany individuals on their life journeys.

Fossil's rebrand extends to its products, featuring fresh signature design elements, premium materials, and a refined design vision across all categories, including watches, leather goods, and jewelry, aligning with its revitalized brand philosophy.

Melissa Lowenkron , Chief Brand Officer at Fossil, emphasized the brand's aspiration to be a meaningful companion during life's moments, big and small. Fossil's legacy is rooted in innovation and craftsmanship, and its brand strategy centers on elevating products across various categories through meticulous design and the use of premium materials.

This rebranding effort is showcased in a campaign developed by Mekanism, directed by Bradley & Pablo of Prettybird Productions, and shot by Tim Barber. It captures the most candid expressions of moments, infused with a modern-nostalgic influence.

The campaign's global rollout includes launch events during New York Fashion Week and Paris Fashion Week. Additionally, a content series will spotlight Fossil's diverse interests, spanning fashion, music, and travel. The brand will also expand its influencer partnerships to engage with over 1,000 influencers and millions of customers across social platforms.