A Deep Dive into FOSSIL’s Multi-Year Strategy
FOSSIL® is turning a new leaf in its brand journey with the launch of its highly-anticipated “Made For This” campaign. The campaign is the result of a comprehensive strategy that involved extensive collaboration across all business areas, both internally and externally.
“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.” says Lisa Pillette, Chief Marketing Officer at Fossil Group.
The Philosophy Behind “Made For This”
The campaign is not just a marketing initiative; it’s a philosophy that embodies the brand’s core values. A significant part of this journey is the shared value between FOSSIL® and its consumers: the ownership of one’s time.
“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,” adds Pillette.
A New Chapter in Product Design and Material Premiumisation
The campaign also heralds a new era in product design, featuring refreshed signature elements, premium materials, and a refined design vision.
“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. “Our brand strategy focuses on product elevation across watches, leather goods and jewellery. This includes a deliberate attention to design, incorporation of premium materials and establishing identifiable signature design elements across categories.”
Global Rollout: What to Expect
The “Made For This” campaign will make its grand debut during the New York and Paris fashion weeks, followed by a series of global events and partnerships:
- Content series featuring partners that reflect the multi-faceted interests of the Fossil Collective—fashion, music, travel, and much more—across social channels.
- Robust influencer partnership expansion reaching 1,000+ influencers and millions of customers across social platforms.
- Refreshed owned brand channels, including website, email, social media, and rollout to top retail stores.
- Robust digital, print, and streaming partnerships across 30+ platforms.
- OOH and DOOH amplification in over 10 cities.
The campaign was developed by Mekanism, directed by Bradley & Pablo of Prettybird Productions, and lensed by Tim Barber. It captures the essence of life’s candid moments with a modern-nostalgic influence.
Preview “Made For This” at Fossil.com.au beginning September 5, and follow @Fossil for future updates.