London Fog Watches has appointed actor Arjun Kapoor as the face of the brand and co-creative director for Watches under a long-term partnership as it looks to expand its presence in India.

Owned by Iconix India, a joint venture between Iconix International and Reliance Brands, London Fog Watches will work with Kapoor on product design, creative direction and consumer initiatives. 

Brandzstorm India Marketing, the brand’s partner in India, will lead the association. 

A key part of the partnership will be a limited-edition watch collection co-created by Kapoor. He will work with the brand’s team on its design direction, styling and overall aesthetic.

The association will be supported by a campaign across digital, social media, retail and other consumer touchpoints, with Kapoor featuring in the brand’s communication.

The partnership comes as London Fog Watches looks to expand its presence across digital platforms, modern retail and e-commerce channels in India.

Ujjval Saraf, CEO and founder, Brandzstorm India Marketing, said, “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. 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.”

Kapoor added, “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. 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.”