Fossil has partnered with actor and philanthropist Nick Jonas for its new collection 'Machine Luxe', which launched on 20 August 2025.

To highlight this partnership, the brand has rolled out a campaign comprising short films.

The films follow Jonas, whose very first timepiece was a Fossil. The brand looks at how Jonas revisits the places that shaped his childhood: bowling alleys, corner diners, and familiar streets. Each scene is steeped in nostalgia, designed to remind fans of their own small but defining moments. At the heart of the films is Fossil’s Machine Luxe collection. It highlights designs such as the Sunray Dial in Blue Vignette and Gold-Toned (a nod to Jonas’ personal collection), the Automatic models with skeletonised dials revealing Japanese automatic movements, and the Stone Dial series crafted from Malachite, Aventurine, and Marble. The film aims to celebrate heritage, memory, and style, blending Jonas’ personal history with Fossil’s legacy of timekeeping.

What we think about it: Smartly taps into Jonas’ personal nostalgia, using familiar childhood settings to create an emotional bridge between his story and Fossil’s Machine Luxe collection. That said, the films lean heavily on sentiment, which at times risks overshadowing the actual product showcase.

Melissa Lowenkron, chief brand officer, Fossil, said, "Nick Jonas has a genuine love for watches and an authentic connection with Fossil brand, it having been his first watch. There’s a sense of nostalgia and personal style he brings to the design rooted in his own journey that we know will resonate with fans and collectors alike.”