Nick Jonas has joined Fossil as a brand ambassador.
The 32-year-old musician - best known for being one third of the Jonas Brothers with his siblings Kevin and Joe - will appear in a campaign in the second half of 2025 promoting the company's new Machine watch style.
He said in a statement to Women's Wear Daily: "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.
“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.”
Fossil is looking to revitalise its business with elevated products and fresh campaigns to help them find a contemporary audience after first quarter sales dropped by 22 percent earlier this year.
Franco Fogliato, chief executive officer of Fossil Group Inc, noted that Nick is a perfect fit for the brand given his passion for "music and fashion", as well as his genuine admiration for the company.
Franco added: "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.
"Nick Jonas is a force in music and fashion and has been an authentic brand fan for decades, making the choice clear."
The CEO also pointed to the 'Sucker' hitmaker and Fossil's "shared values" which should help their collaboration grow.
He said: "We are confident our shared values will make this a fruitful partnership that underscores our position as a pioneer in the accessories.
"We are honored to welcome him into the Fossil family.”
