Fossil is an American fashion designer and manufacturer.
Primarily, Fossil is known for designing, manufacturing and distributing quality and trendy watches worldwide. As such, it has license agreements with Emporio Armani, Karl Lagerfeld, Michael Kors, Marc Jacobs, DKNY, Diesel, Burberry, Relic, Michele, Zodiac, Skagen, Adidas, Tony Burch, and Armani Exchange.
Evidently, most of its watches have Japanese quartz movement. However, the brand also recently made forays into the Swiss-made market, including the introduction of Fossil Swiss – a line of Fossil watches with quartz and mechanical movements produced by its subsidiaries in Switzerland’s Canton Ticino. The inclusion of Emporio Armani and Tory Burch among its sub-brands further strengthen its stand on the Swiss market.
Additionally, the brand also designs, produces and distributes other products such as accessories, leathers and jewelry. However, the profits from these are still incomparable with those of watches.
So, read more to know the Fossil watches better.
History of Fossil watches
In 1984, Tom Kartosis, then a Texan ticket brokerage operator, founded Fossil as Overseas Products International.
It was the time when fashion watches are emerging to become an important department store accessory. Tom’s older brother, Kosta Kartosis, told his brother about the potentially large profits that can be obtained from importing retail goods in the Far East. They particularly targetted the moderately-priced fashion watches.
Since Tom was already fed up with his business, he withdrew his savings and flew to Hong Kong. He came back with around 1,500 watches, most of which do have a retro look, and sold them in the US.
The following year, 1985, the Company introduced their first Fossil branded watches. By this time, fashion watches just started to invade the market and Swatch was taking the lead. When Fossil joined the trend, fashion watches certainly became a hit.
In 1989, Fossil introduced its iconic tin box packaging designed with graphics based on the 50s era of the US. This packaging strategy gained wide support from the consumers market so since then, all Fossil watches are placed in tin boxes.
In 1990, Fossil introduced leather goods along with the Relic line of watches. In the same year, Fossil participated in its first Basel World watch and jewelry tradeshow in Basel, Switzerland.
By 1992, Fossil moves to expand its market by translating its accessories expertise and launching a range of small leather goods and belts for women.
The brand also started to expand geographically by establishing the Fossil Europe GmbH (Germany). It handles the distribution and marketing of Fossil products across Europe.
In 1993, Fossil had its initial public offering on the Nasdaq exchange as FOSL. Nasdaq refers to National Association of Securities Dealers Automated Quotations System, a global electronic marketplace where investors can buy and sell securities.
Additionally, the brand launched its men’s line of small leather goods, including key chains, personal organizers, and wallets.
By 1995, Fossil opened its first outlet store followed by its first accessory stores in Chicago and Dallas in 1996.
In that same year, 1996, Fossil.com was launched, making it one of the pioneers of watch and accessories e-commerce.
The company started producing and distributing watches worldwide for other brand names in 1997 with Emporio Armani as its first brand licensee. Diesel and DKNY then followed suit by signing their respective licensing agreements with Fossil in 1999.
Before the 90s decade ended, the brand also launched its first line of optical frames in 1999 by partnering with one of the world’s leading eyewear manufacturers, Safilo.
By 2000, Fossil launched its extensive collection of clothing and denim in its clothing stores and on its website, fossil.com. The brand also opened its stores in UK, Germany, and Singapore. That same year, Fossil also introduced jewelry in its line in Germany.
In 2001, Fossil acquired a Swiss brand, Zodiac Watches, from Genender International for $4.7 million.
That same year, Fossil also entered licensing agreements with Burberry and a world-renowned designer Philippe Starck. Not only that, but Fossil also developed a color-changing technology for watch dials called Kaleido, now under the brand’s Big Tic line.
By 2002, Fossil consolidated its North America distribution in Dallas, TX where it has a 500,000 square foot distribution center. It also reached an agreement with Emporio Armani, to exclusively design, manufacture, market, and distribute a line of its jewelry.
Internationally, Fossil acquired Swiss distribution and retail companies in Basel, Switzerland. It also opened its first retail store in Australia.
This was followed by partnerships with Michael Kors and Marc Jacobs men and women’s timepieces in 2004. The same year, the brand acquired Michele watches and entered into a worldwide licensing agreement with Adidas.
The following year, 2005, Fossil entered a new worldwide licensing agreement with Diesel for jewelry.
By 2007, Fossil launches jewelry in the US and launched its first e-commerce site outside the US – in Germany.
The brand launched e-commerce sites in Australia, Singapore, and the UK the following year, 2008.
In 2008, the brand announced a licensing agreement with DKNY jewelry for selected international markets.
Fossil was also granted a worldwide watch license for the A/X brand.
Fossil celebrated its 25th Anniversary in 2009 with the re-issue of its most iconic watches.
In 2010, the brand opened its first clothing store outside the US – in Germany and the UK.
By 2011, Fossil consolidated its headquarters into one campus, Fossil Central Station, in Richardson, Texas. It also changed its official brand tagline to “Long Live Vintage”.
In the same year, it announced its licensing agreement with Michael Kors jewelry and signed a global licensing agreement with Karl Lagerfeld.
By 2012, Fossil purchased Skagen Designs, Ltd. and some of its partners for a total value of around $236.8 million.
Following year, 2013, Fossil introduced its upscale and more expensive “Fossil Swiss” line of watches made in Switzerland.
By November 2015, Fossil acquired Misfit for $260 million, with plans to incorporate Misfit’s technology into traditional-looking watches.
What’s with the name?
So you’ve read through that long history and it did not mention where the brand got its name. Are Fossil watches made up of fossils? Certainly not!
If you would recall, the founders of the brand are brothers – Tom and Kosta. They used to call their father Fossil as a nickname. As such, the name of the company and the brand got its name from the nickname of its founders’ father.
That’s it! There’s not much drama or scientific background about the brand name. If you’re still wondering why the brothers chose their father’s nickname as the company name, well, we still haven’t got the answer for that. But if you found out, feel free to let us know by leaving a comment below.
Where are Fossil watches made?
As mentioned above, the very first Fossil watches are from Hong Kong. However, since the brand grew into a billion-dollar company, it now has its own manufacturing companies around the world. This allows the brand to cater to various brands and various market segments.
The Fossil Group has a wide-range of sub-companies, each having its own product lines. As a result, Fossil is already designing, manufacturing, and distributing Mechanical watches and Quartz watches.
The mechanical watches movements for different brands are made in Switzerland, Germany, United Kingdom, and Japan. These are high-end watches starting from $750 to more than $25,000.
Compared to other watch brands, Fossil is relatively affordable, considering that many high-end quartz watches with the price range of $250 to $750 are also manufactured in the countries mentioned, and possibly, China. Most quartz watches that are priced lower than $250 are manufactured in Asia, mainly in China.
Of course, affordable vs. expensive is relative to your budget. If you are still thinking Fossil watches are quite expensive, read this post.
Fossil Watch Reputation
Looking at the portfolio of Fossil will pretty much give you a clue about its reputation.
The brands included in its portfolio are Burberry, Emporio Armani, Michael Kors, DKNY, Marc by Marc Jacobs and Karl Lagerfeld. With these top-notch fashion brands, you can be assured that the watches that the brand produces live up to their name.
Regardless, Fossil stands out because of its reliable construction, modern styles and trends, and their top designers.
Most customers testify that their Fossil watch lasts for years, without any problem.
In more than two decades in the watchmaking industry, Fossil designed and produced watches with reliable craftsmanship and impeccable quality.
Majority of Fossil’s watches are made from stainless steel, which is highly durable and easy to repair. Unlike other materials, its scratches are easy to buff away.
You would also find classic genuine leather watches and silicone.
Modern Styles and Trends
On the outside, Fossil watches are also a hit. The brand has a modern and fresh approach to watchmaking while maintaining its quality.
It also has a wide range of collections for you to choose from. From modern to classic, sporty or sophisticated, Fossil sure has a model for you.
Since Fossil partners with well-known fashion brands, it should not be a surprise that some biggest names in fashion and design have also lent their skills in designing Fossil watches.
One of them is Frank Gehry, a legendary architect who helped create a watch for Fossil.
Another one who is also mentioned earlier is Philippe Starck. A world-renowned designer who launched a series of watches that features his distinctive style.
Considering the large number of watches being produced and distributed by Fossil, there are some that slip quality control from various production facilities and other fashion retailers.
There are some feedbacks from some customers in various forums saying that they receive faulty watches. However, to make up to this, Fossil offers excellent after sales service.
Are Fossil watches good quality?
Fossil watches are accepted as of good quality.
Prior to the brand’s launch in 1984, there was a hole in the clock and watch industry. Consumers only had two choices: cheap but unattractive watches and stunning but expensive ones. There was no in between.
When Fossil entered the market, it introduced good quality, fashionable yet affordable watches. It is no surprise that Fossil watches instantly become a hit. Added to its popularity are its trademark tin boxes.
Because of this great packaging strategy, Fossil watches usually serve as gifts to loved ones and friends.
Fossil Warranty Policy
All Fossil watches are warranted by the brand for a period of two (2) years from the date of purchase. It covers material and manufacturing defects.
The said warranty only covers the watch movement, hands and dial of the watch. These components will be repaired as necessary or the watch will be replaced, free of charges if it proves to be defective in material or workmanship under normal use.
On the other hand, it does not cover any defect in materials and workmanship of battery, crystal, case, strap or bracelet. The warranty is also void if the watch has been damaged due to accident, negligence, unauthorized service or other factors not due to defects in material or workmanship.
Should the watch needs to be replaced, Fossil does not guarantee that you will receive the same model. If your model is not available, a watch of equal value or a similar style will be provided. Also, the replacement watch warranty ends two years from the date you received your replacement watch.
Visit this link should you need further details or needs additional assistance.
Where to buy Fossil watches
Fossil watches are available worldwide. It has 59 offices around the globe and operates in around 150 countries.
Should you want to buy a watch in person, you can visit one of the 500+ company-owned stores globally.
You may also shop online through their site.
There are also more than 1,000 Fossil watches for you to choose from on Amazon.
Before we end, do you also know that aside from its traditional quartz and Swiss watches, Fossil has also managed to establish itself as a competitor among smartwatches?
Unpopular to many, Fossil entered the market of smartwatches in Fall of 2015. As Steve Evans, executive vice president of the Fossil brand, stated:
As an innovator in the fashion watch space, we knew that had the ability to launch a new category of watches that would be extremely relevant to a new generation of watch wearers. We pride ourselves as being ‘watch geeks’ and became obsessed with transforming the watch category as it stands.
Since then, the company has brought more than 150 touchscreen smartwatches, hybrid smartwatches and activity trackers throughout 40 countries and in 20 languages for their sub-brands.
The Fossil Sport
Most recently, the brand launched its latest smartwatch – the Fossil Sport. It is a good-looking timepiece and a tech-filled fitness tracker in one!
To know more about this newest techie timepiece, watch this video.
So whether you opt for a traditional watch or a techy timepiece, you can be assured that a Fossil product will meet your expectations – in style, price and functionality. And don’t forget the stylish tin boxes that add to the overall appeal of the brand.
Main featured image by Matthew Fournier