Fossil Group’s Watch Station International division curates watches for every occasion. Taking cues from international designers, the company offers everything from runway-ready ceramics to the ultimate collectibles.


The brand wanted to elevate the Watch Station brand to match the high-end fashion houses it works with and attract style-setters. So how do you reach an international clientele who is passionate about timepieces? Through content curated specifically for them.




D Custom worked with Watch Station to strategize a new content approach to increase its foothold among timepiece collectors, globe-trotters, and fashionistas. By leveraging the power of relationships and connections, we could grow the brand’s footprint and influence and increase sales and reach. The result was an exciting custom publication, TEN10 magazine, which became the focal point of the organization’s content marketing program.


From the people, places, and things that fascinate to fashion trends hailing from all corners of the world, TEN10 was the watch enthusiast’s playlist for style and inspired living.


The thoughtfully curated year-long project was available in print and on the web in up to six different languages, featuring editorial on fashion, travel, music, and more from award-winning writers along with the latest trends in watches and style captured by custom fashion photography. The magazine featured a supporting community and social media component to help build a following of loyal watch enthusiasts. By successfully cultivating a community of fierce followers of the world of watches, Watch Station was able to realize the increase in brand profile it desired.