At a time when smartwatches dominate conversations around technology, utility and everyday convenience, Fossil India is choosing to move in a different direction. This Mother’s Day, the brand leaned into nostalgia and timeless design with its ‘Mom is the Moment’ campaign. Along with the launch of the Mom’s New Minis collection, Fossil positioned analogue watches not just as fashion accessories, but as personal keepsakes connected to memories.
Speaking to IMPACT, Johnson Verghese, Managing Director, Fossil India, reflects on the fact that consumers today buy watches not just to check time, but to mark a moment from their life. He also shares how the campaign was designed around celebrating modern mothers and the many moments attached to them. Rather than approaching Mother’s Day through conventional gifting communication, Fossil leaned into personalisation to create stronger consumer resonance. “We wanted to make sure that we bring designs that are timeless in nature. And bring those designs to consumers at a particular point of time, which further strikes a chord with them,” Verghese said.
To watch the full conversation with Verghese watch the video below:
At the centre of the campaign is the Mom’s New Minis collection, featuring petite reinterpretations of Fossil’s classic Mini Harlow and Mini Raquel designs. According to Verghese, consumers today are increasingly gravitating towards smaller, vintage-inspired silhouettes that feel familiar yet contemporary. Alongside these launches, Fossil also introduced jewellery-inspired watches that blend fashion accessories with traditional watchmaking, reflecting the growing shift towards expressive styling.
The event carried forward Fossil’s larger idea of making watches that feel personal and meaningful. From engraving stations to interactive experiences, the campaign focused on individuality and self-expression. Verghese also highlighted how the resurgence of analogue watches is being driven by consumers seeking designs that feel timeless in an increasingly digital world. He noted that audiences across Tier 2 and Tier 3 markets are now aspiring for the same products and trends as metro consumers, largely influenced by creator-led culture.
