Fashion watch maker Fossil will unveil its latest campaign highlighting a new collection of hybrid and touchscreen smartwatches next week. The campaign titled ‘Fossil Firsts’ features actress Kristen Bell, Broadway performer Leslie Odom Jr., “Black-ish” star Yara Shahidi, and singer Austin Mahone each who tell intimate stories of personal and professional milestones shared with their first Fossil.
The campaign taps into the nostalgia and memories associated with one’s first Fossil watch, while celebrating a new generation of Fossil Firsts with the introduction of new hybrid and touchscreen smartwatches.
Young stars Shahidi and Mahone represent the generation of first Fossil wearers making new memories with these time-honored pieces. Bell and Odom Jr. embody the watch wearer that has grown up with Fossil and has seen the brand evolve over the years. Whether their “firsts” are early acting roles before becoming established TV and film stars, or burgeoning performances leading to sold out arenas and theaters—all four cast members share an authentic relationship with the brand and continue to let their past inspire their future.
“We know that this is a pivotal moment in the watch industry, and Fossil is leading the revolution to reinvent the traditional watch through the innovative design and technology found in our hybrid smartwatches,” said Jill Elliott, chief creative officer. “Your first watch was likely a Fossil watch, but as customer behaviors and preferences have evolved, so have we. Our ability to merge fashion and design with emerging technologies makes us the perfect choice to be our customer’s first smartwatch.”
The campaign, running throughout the remainder of 2017, will feature all of the latest updates in the Fossil smartwatch collection for both men and women: Q Accomplice, Q Activist, Q Venture and Q Explorist. The hybrid smartwatches will launch in summer and new touchscreen devices powered by Android Wear throughout fall and holiday.