Fossil has long found its rhythm where craftsmanship meets culture, a brand that sees style not just as appearance, but as expression. With its newest collection, Machine Luxe, Fossil aspires to build on that legacy, bringing together classic design and modern sensibility.

Launched globally on 20 August 2025, the collection celebrates individuality, nostalgia, and the art of meaningful detail, themes that are synonymous with the brand’s design language.  

To mark the launch, Fossil partnered with actor, musician, and philanthropist Nick Jonas, who returns to his roots in a campaign. Shot in his New Jersey hometown, the films trace Jonas through the places that shaped him, with the Machine Luxe line at the core, featuring Blue Vignette and Gold-Toned dials, skeletonised Automatics, and Stone Dial pieces in Malachite, Aventurine, and Marble.

In Mumbai, the brand elevated the India launch with an experiential press event. The venue was transformed into an intimate, retro-inspired diner, which was a nod to the campaign’s setting, complete with neon signage, custom booths, and curated menus inspired by Jonas’ hometown.

At the event, print also took centre stage, with large-format visuals and tactile storytelling elements that brought the campaign’s nostalgia to life in a fresh, immersive way.  

We caught up with Johnson Verghese, managing director, Fossil India Group, to get the low down on how the brand is navigating evolving consumer expectations, what the Nick Jonas partnership means for India, and how Fossil continues to balance fashion, innovation, and individuality in an increasingly digital world.  

Fossil has always balanced fashion with functionality. In a market where wearables are rapidly evolving, how are you keeping Fossil relevant without losing its core identity as a lifestyle brand?

At Fossil, we’ve always seen fashion and functionality go hand in hand. Our focus on vintage-inspired designs is really about reimagining our heritage through a modern lens. Consumers today aren’t looking to revisit the past; they’re looking for pieces that feel timeless yet relevant. That’s why we create clean, contemporary designs that blend with the character of vintage aesthetics. From the revival of our Machine platform to shaped silhouettes, every design we create is meant to tell a story, spark individuality and stand out in the world of fast fashion. That said, we’re also pushing boundaries with innovations in watch styling like watch rings, showing that Fossil can evolve with cultural shifts while staying true to its ideology of authenticity and self-expression.

The Nick Jonas partnership is a big global move. How do you see celebrity associations shaping Fossil’s positioning in India, where cultural and aspirational triggers are different?

Today’s generation seeks relatability as much as aspiration, and that’s where celebrity partnerships play a powerful role. That’s why our collaboration with Nick Jonas is so special. He isn’t just a global superstar, but someone with a genuine passion for watches, with his very first watch being a Fossil. His personal story and connection lend this collaboration authenticity, while his presence in music and pop culture adds a modern, youthful energy that resonates with today’s audiences. At the same time, our long-standing partnerships with brand ambassadors Varun Dhawan and Kriti Sanon bring a sense of modern elegance and cultural connect that appeals to the Indian consumers. Together, these associations make Fossil both globally aspirational and locally relevant, reinforcing our identity as a fashion-forward lifestyle brand that celebrates individuality, cultural relevance, and meaningful milestones.

What was the vision behind the Machine Luxe campaign with Nick Jonas, and how did the theme of nostalgia shape the storytelling? What kind of impact are you expecting from this launch?

The Machine Luxe campaign was about reimagining one of our most iconic platforms through Nick’s lens. His connection with Fossil began with his very first watch, and that nostalgia was brought to life in his New Jersey hometown, with familiar backdrops like diners and bowling alleys that shaped his early years. This sense of nostalgia and storytelling mirrors Fossil’s own DNA, which is timeless design rooted in real, meaningful moments. In a young and aspirational market like India, this campaign is more than just a product; it is both a festive gifting choice as well as a cultural statement that deepens connection with the brand.

With Gen Z driving trends, brand authenticity and sustainability are under a microscope. What steps is Fossil taking to ensure it resonates beyond just design and price?

Gen Z is clear in what they expect from brands: simplicity, social connection, and sustainability, backed by action rather than slogans. For Fossil, that means staying anchored in our core values while reframing them through a lens that feels relevant to this generation. Radical transparency and proof of impact are key, whether it’s through responsible practices, inclusive storytelling, or collaborations that celebrate individuality. On the product side, we’ve introduced innovations like Solar watches, which reflect both simplicity and sustainability, and Automatics, which are powered by movement rather than batteries. These aren’t token gestures but a part of a larger commitment to ensure Fossil is seen not only as a style brand, but as one that aligns with the values Gen Z actively invests in. Another aspect that resonates with our Gen Z audience is the service we provide to personalise the watch through engraving a personal message on the watch.

Distribution in India is a challenge for premium lifestyle brands. How is Fossil adapting its retail and e-commerce strategy to reach tier 2 and tier 3 markets without diluting brand value?

In India, we’ve accelerated store expansion through franchise-led POS (points of sale) formats, especially in high-potential tier 2 and tier 3 cities. This allows us to tap into evolving demand beyond metros while ensuring consistency in the premium Fossil experience. At the same time, we’re leveraging digital to connect with style-conscious, digitally native consumers through influencer-led campaigns, cultural moments, and social-first storytelling. Our omnichannel approach makes Fossil accessible to a wider consumer base, whether they discover Fossil online or at a store in their hometown.

The festive season is the biggest consumption period in India. What role does it play in Fossil’s strategy, and how do you balance global campaigns with hyperlocal festive storytelling?

Festive moments are central to our strategy in India, as watches have always been seen as timeless keepsakes that mark milestones and celebrations. Global campaigns like Nick Jonas’ Machine Luxe bring aspiration and scale, while our hyperlocal approach through festival-focused hero styles, in-store activations, and launches with India ambassadors Kriti Sanon and Varun Dhawan ensures the brand feels both globally relevant and deeply rooted in Indian values. By bringing these elements together, Fossil strengthens its position as a lifestyle brand of choice and a natural destination for festive gifting in India.

As marketers shift focus from impressions and clicks to attention as a core metric, how is Fossil measuring and capturing genuine consumer engagement in India?

Engagement to us is not just about being seen, it's about being remembered and shared. We look at how long our consumers spend time engaging with Fossil across touchpoints, and the organic conversations that follow. From experiential activations to ambassador-led storytelling, our goal is to create moments that people genuinely want to talk about in life and not just on social media. Attention, in that sense, is about cultural stickiness, and that’s the lens we use to measure impact in India.

Looking ahead, what’s the biggest shift you expect in India’s watch and wearables market over the next five years, and where does Fossil want to be in that story?

Over the next five years, we expect India’s watch market to be shaped by two big shifts: premiumisation and personalisation. Consumers are increasingly seeking timepieces that go beyond utility and reflect individuality, craftsmanship, and cultural relevance. Our ambition is to ensure that when consumers look for a watch that’s stylish, meaningful, and future-ready, Fossil is their first choice. From engaging global icons to Bollywood stars or even collaborating with pop-culture franchises like Disney, Minecraft and Star Wars, these partnerships help us stay fresh, engaged, and connected to what people care about. Looking ahead, we’re excited to build on this momentum with more interesting collaborations and new collections that will continue to make Fossil the brand of choice for India’s next generation of watch enthusiasts.