London Fog Watches, the American heritage lifestyle brand owned by Iconix India, has entered into a long-term strategic partnership with actor Arjun Kapoor. Under the association, Kapoor will serve as the brand’s face and Co-Creative Director for Watches, taking on responsibilities across product design, creative direction and consumer proposition.
Iconix India is a joint venture between Iconix International and Reliance Brands. The partnership will be led in India by Brandzstorm India Marketing, which aims to strengthen the watch brand’s presence and build greater relevance among Indian consumers.
In his creative role, Kapoor will work closely with the brand’s team to shape its watch collections, bringing his personal style sensibility and understanding of contemporary culture into the design process. The collaboration is intended to combine London Fog Watches’ established design identity with a fresh perspective on product aesthetics and consumer preferences.
A key initiative will be a limited-edition watch collection co-created by Kapoor. His involvement will extend to the collection’s design direction, styling and overall aesthetic, translating his personal approach to style into a distinct product offering.
Ujjval Saraf, CEO and Founder, Brandzstorm India Marketing Pvt. Ltd., 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.”
He added, “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 association offers an opportunity to contribute directly to the brand’s product development and creative decisions, beyond its advertising and communication initiatives.
“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.
He added, “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 partnership will be supported by a wider campaign across digital platforms, social media, retail and other consumer touchpoints. Kapoor will feature in the brand communication and participate in initiatives designed to bring consumers closer to its products.
The move comes as London Fog Watches looks to expand its footprint across digital platforms, modern retail and leading e-commerce channels. By involving Kapoor in both product creation and brand communication, the company is positioning the association as a longer-term effort to build product relevance and strengthen its standing in India’s lifestyle and fashion-led watch market.
