Why Fossil is using New York Fashion Week to reintroduce its brand to new customers

As it strives to become a style destination for consumers, Fossil, the brand known for watches, is turning to New York Fashion Week. The Richardson, Texas-based brand is debuting a campaign, “Made For This,” this week to coincide with the semi-annual week of runway shows and designer events that starts Sept. 7. To boost awareness for its campaign, which starts today, Fossil will host events at Fashion Week in New York and later this month at Paris Fashion Week.