The world reinvented itself in "the great reset" forced upon us by the Covid-19 disease that upended our lives for nearly two years. Industries innovated and utilized technologies to find a new way to work and solve novel problems.

The watch industry responded and faced global challenges as it navigated unknown paths into great innovation. Fossil introduced its "Made For This" watch series as the brand unveiled the complete overhaul of its creative expression across all touchpoints, including a modernized brand image and premium product assortment.

"Made For This is the culmination of extensive efforts across all areas of our business, in all regions, with 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 also how the next generation of consumers is connecting most deeply with brands. The result of this work is our multi-year strategy that will bring our beloved heritage brand into its next era and to a new audience," said Lisa Pillette, chief marketing officer at Fossil Group.

"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."

The holistic brand work also extends into product, including the identification of refreshed signature design elements, premiumization of materials, and a refined design vision with the establishment of iconic platforms across categories — elevating the line to coincide with the revitalized brand ethos.