Nick Jonas, the multi-talented musician of the Jonas Brothers, has been named the new brand ambassador for Fossil watches. The partnership will begin in 2025.
Fossil chose Nick Jonas to embody the brand’s values and connect with consumers around the world. The upcoming campaign, which will feature Jonas’ creative input, aims to harness the cultural power of music and create something special for watch lovers everywhere.
“I’ve been a longtime admirer of watches, and Fossil was my very first as I was growing up, so this partnership is truly a full circle moment for me,” said Jonas in a statement. His genuine enthusiasm for the brand and desire to contribute to the design process make him an ideal fit for this collaboration.
Franco Fogliato, Chief Executive Officer of Fossil Group Inc., expressed his confidence in the partnership, saying, “Nick Jonas is a force in music and fashion and has been an authentic brand fan for decades, making the choice clear. We are confident our shared values will make this a fruitful partnership that underscores our position as a pioneer in the accessories world.”
Nick Jonas’ appointment as brand ambassador comes at a pivotal time for Fossil. Approximately one year ago, the brand embarked on a revitalization strategy aimed at modernizing its offering for today’s discerning consumer. This included upgrading its product lines, launching new campaigns and focusing on creating a more contemporary appeal.
As part of this strategic shift, Fossil made the decision to discontinue its smartwatch business and close underperforming stores.
