Nick Jonas is joining the Fossil team.
The Jonas Brothers musician has been named the watch brand’s new brand ambassador for 2025, kicking off the appointment with a campaign that debuts in the second half of the year. The campaign is said to “harness the cultural power of music,” according to Fossil.
“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,” Jonas said. “I’m excited to work with the incredible Fossil team and bring my creative input to their process to design something special for watch lovers everywhere.”
In the campaign, Jonas will model Fossil’s new Machine watch style.
Fossil’s Machine watch
Fossil/Harper Ewing
“As we continue to redefine Fossil at the global level, we’re searching for like-minded talent that not only resonate with, but also embody our consumers worldwide,” said Franco Fogliato, chief executive officer of Fossil Group Inc. “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. We are honored to welcome him into the Fossil family.”
Jonas’ appointment comes roughly a year after Fossil embarked on a revitalization strategy that included elevated products and new campaigns, which were meant to modernize the brand for today’s customer.
The new strategy came after a slowdown in sales, which continued into 2024 with first-quarter sales down 22 percent to $255 million in comparison to the same period in 2023.
In addition to the new strategy, Fossil shuttered its smartwatch business and closed underperforming stores.
