RICHARDSON, Texas — Dallas-born Nick Jonas has been named the 2025 brand ambassador for North Texas-based watch and accessories brand Fossil.
Jonas, a singer/songwriter and actor best known as the youngest member of the pop band The Jonas Brothers, will become Fossil’s global watch ambassador for 2025-2026 with a global campaign set to launch in the later half of next year.
"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," said Jonas. "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."
The announcement of the partnership comes early in the tenure of new Fossil CEO Franco Fogliato, who was named the company’s CEO in September.
"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 Fogliato. "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."
The partnership also comes after Fossil last week announced worldwide net sales decreased to $288 million in its 2024 third quarter financials. The company reported a third quarter operating loss of $24 million compared to an operating loss of $46 million a year ago.
“In my first sixty days at Fossil Group, I’ve been spending time with our brands, teams and partners around the world to immerse myself in the business,” said Fogliato. “During this time, I have developed an even stronger conviction about the Company’s significant potential and our ability to return the business to profitable growth. We are moving quickly to develop a plan that will be built upon discipline, simplification and focus, leveraging our great brands and talented teams to drive a successful turnaround and create value for our shareholders.”
Fossil officials said Jonas will be “pivotal” in helping shape its brand narrative in 2025.
