London Fog Watches, the American heritage lifestyle brand owned in India by Iconix India, a joint venture between Iconix International and Reliance Brands, has announced a long-term strategic partnership with Bollywood actor Arjun Kapoor. Kapoor will serve as the face of the brand and its Co-Creative Director for Watches.
Brandzstorm India Marketing, the brand’s partner in India, will lead the association, which is aimed at strengthening London Fog Watches’ presence and building greater consumer relevance in the country.
In his new role, Kapoor will work closely with the London Fog Watches team on product design, creative direction and the brand’s broader consumer proposition. The brand said the tie-up brings together its established design sensibility and Kapoor’s approach to personal style and contemporary culture, with the aim of offering a fresh perspective on its watch collections and how they connect with consumers.
A key initiative under the partnership is a limited-edition collection co-created by Kapoor. Working with the brand’s team, he will contribute to the collection’s design direction, styling and overall aesthetic, combining his personal sense of style with the brand’s design language.
The association comes as the brand strengthens its India strategy across digital platforms, modern retail and leading e-commerce channels. With Kapoor contributing to both creative and consumer-facing aspects, London Fog Watches aims to expand its product and communication footprint and establish a stronger position in India’s growing lifestyle and fashion-led watch market.
“We wanted this to be a partnership where Arjun Kapoor plays a meaningful role in shaping the brand, extending beyond a conventional celebrity association. His understanding of style, culture and the contemporary Indian consumer brings a valuable perspective to our creative and product direction,” said Ujjval Saraf, CEO & Founder, Brandzstorm India Marketing Pvt. Ltd, adding, “His role as Co-Creative Director for Watches reflects our intent to bring that perspective into the products we develop and the way we connect with consumers. Our focus is to build London Fog Watches into a distinctive and aspirational brand in India, with a proposition that is relevant to how consumers shop, dress and express their individual style today.”
For Kapoor, the partnership offers a chance to contribute to the brand beyond its communication, with a direct role in shaping its watch collections and creative direction.
“I have always believed that personal style comes down to the details you choose to make your own. A watch is one of those details. What appealed to me about London Fog Watches was the brand’s classic design DNA and the opportunity to contribute to its products and creative direction, alongside how it connects with consumers,” said Arjun Kapoor, adding, “As Co-Creative Director for Watches, I look forward to bringing my personal aesthetic into the brand while staying connected to what London Fog Watches stands for. The limited-edition collection is an opportunity to translate that approach into something distinctive, considered and true to my style.”
The collaboration will be backed by a wider brand campaign across digital, social, retail and consumer touchpoints. As the face of the brand, Kapoor will feature in the campaign and take part in initiatives designed to bring consumers closer to the brand and its products.
Through the partnership, London Fog Watches aims to combine its design credentials with Kapoor’s creative perspective and contemporary style sensibility to build stronger brand recognition, consumer engagement, product relevance and market presence in India.
