Fossil unveils 'Made for This' campaign

Amid all the attention basketball was getting here in the country the last two weeks because of the FIBA World Cup, I had the opportunity to be a part of the launch of Fossil’s “Made for This” campaign.  

The brand revealed a complete overhaul of their 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 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,” said 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 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 revitalized brand ethos.

"As people experience moments, big and small, we want Fossil to be present and an important companion on their journey," says 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 jewelry. This includes a deliberate attention to design, incorporation of premium materials and establishing identifiable signature design elements across categories."

I had the chance to see a lot of their offerings up close and I’m sure they’ll make a splash in the market.

Check out Made for This at Fossil.com.