“I was just buying flowers,” says singer-songwriter Omar Apollo once we get on the phone. There’s an ease to the admission that carries through the conversation. Maybe it’s the years spent in the public eye following his breakthrough into the mainstream with the viral “Ugotme” in 2017 and again with “Evergreen (You Didn’t Deserve Me At All)” in 2022. Or maybe that ease has always been there.

For Coach, Apollo channels this aura into a campaign focusing on eyewear and watches. To him, the accessories aren’t about constructing a new identity, but bringing something forward that already exists. “It enhances the persona that you already are,” says Apollo. With the right pair of shades, anyone can be a rockstar. 

Elton John has his bedazzled, oversized frames. John Lennon wore round, wire-rimmed glasses. Miles Davis had an extensive collection of luxury sunglasses that were distinctly tied to his onstage presence. As for his own look, Apollo chooses to accessorize with Coach eyewear. The tortoiseshell frames exude an energy, it’s cool without trying. This is a consistent theme in the style of the singer. “I wake up and I’m beautiful,” he says. 

His relationship with Coach bears a similar ease. Their collaboration began in early 2026 with the singer becoming an ambassador of the brand. Since then, fragrance, eyewear, and watch campaigns from the American brand have featured the singer. It’s a complimentary partnership. Apollo’s relaxed ways and confident poise are elevated by the aesthetics of Coach. It’s a youthful brand, always on top of pop culture. With Coachtopia, the brand emphasizes circularity of materials in an effort to encourage sustainability.

Collaborations with Coach embody deep meaning for the singer. Choosing to focus on eyewear and watches was intentional, the two accessories are important to Apollo’s personal style. Watches, and time in general, have a special meaning. 

“I like that moments pass. There’s something really beautiful about knowing that this doesn’t happen every day…You’re with a lover, with a friend, with a family member and you’re having a conversation. You’re by the water. You’re saying some things you’ve never said. Those moments. I think it’s important for them to pass,” he says.