Can Nick Jonas help struggling Fossil brand?

Nick Jonas is ready to help the struggling Fossil brand and its new leader.

Jonas, the singer and all-around celebrity, has signed a deal with Fossil, the watch and accessories company based in Richardson, Texas. He will become the brand’s watch ambassador for 2025 to 2026 with a worldwide campaign set to launch in the back half of next year, according to a statement.

“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,” Jonas said in the statement. “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 partnership comes early in the new leadership of CEO Franco Fogliato, who joined Fossil in September as a veteran of sportswear and outdoor gear brands.

There are challenges for Fossil, as its third quarter revenue fell 16 percent, though that was an improvement from the second quarter. Net losses narrowed as well.

Still, Fossil’s sales peaked at $3.5 billion in 2014. In 2023, annual sales were $1.4 billion. Shares on Tuesday were down. Fogliato said in a statement last week.

The company is moving quickly to develop a plan to drive a successful turnaround.

“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,” Fogliato said in the statement on Tuesday. “Nick Jonas is a force in music and fashion and has been an authentic brand fan for decades, making the choice clear.”