Coach taps Lola Tung for eyewear, watches, and fragrance campaigns

Coach has named Lola Tung its newest global ambassador for eyewear, watches and fragrance, a move that pushes the brand deeper into the parts of luxury people actually gift most often. Tung, best known for The Summer I Turned Pretty, is being cast as the face of Coach’s next style chapter, with eyewear and watches set for September 2026 and Coach Forever fragrance planned for July 2027.

The timing matters because Coach has been building this play across categories, not just one star campaign. In January 2026, the brand tapped Omar Apollo as a global ambassador for watches, eyewear and fragrance, and by February he was already tied to upcoming SS26 ads in those same lanes. Tung’s addition suggests Coach wants the accessories, and the scent, to read like a lifestyle wardrobe rather than isolated product drops.

For gift buyers, eyewear is the cleanest entry point. Coach sunglasses at Sunglass Hut are currently listed from $162.40 to $185.60, while LensCrafters shows Coach frames including the HC8408U in Milky Hazelnut at $203. That is squarely in the sweet spot for a present that feels expensive without wandering into the territory where most people start feeling guilty about the price tag. It is the kind of gift that works for the friend who already has three great bags and would still rather get something they will wear every day.

Watches are the strongest “major occasion” gifts in the lineup. Nordstrom lists the Coach Elliot Mesh Strap Watch, 28mm, at $106.99 on sale, while the Kitt Bracelet Watch, 34mm, is $195. Those prices make Coach watches easy to slot into birthday, graduation, and anniversary spending without the full sting of a true luxury watch purchase. The bracelet styles also have the right amount of polish for someone who wants jewelry-adjacent shine without going full statement watch.

The fragrance push is the most commercial part of the bet. A social post tied to Tung’s announcement says she will be the face of Coach Forever when it launches in July 2027, and Coach’s current scent prices show where the brand sits in the market now: Coach Platinum 3.3 oz EDP is listed at $59.45, and Coach for Men 3.3 oz EDT is $49.90. That places the coming fragrance squarely in accessible luxury, which is exactly the lane Coach is trying to own.

One Coach-related post said Tung’s new ambassadorship extends a relationship that began through earlier appearances and work with the house. Put together, the message is clear: Coach is no longer selling only the bag on the shelf, but the full roster of giftable status objects that make a celebrity face useful long after the first campaign runs.