Fossil wanted to position the new Gen 6 smartwatch as the best designer smartwatch in the industry. In a crowded category, we knew it wouldn’t be enough to simply highlight the product benefits, we needed to establish real emotional connections.

Since the beginning of the pandemic, our relationship with time has changed. We wanted to lean into this notion as a means to bring authentic creator stories to life related to new hobbies and passions that they’ve invested their time in and why.

#OnMyWatch came to life through a multi-channel, multi-phased approach, with 17 diverse creators, each highlighting their own passions, interests and relationship to time, while naturally highlighting benefits of the smartwatch.