Is Fossil A Good Watch Brand? Our Deep Analysis!

Fossil’s Story

Everyone has their story. Maybe it isn’t the most interesting one you would ever hear, but they do. We have ours here at Chronoat. It centers around Smart Devices and their inevitable rise.

Some people like it.

Some people hate it.

There isn’t much we can do to change minds. But there is something we can do, we can teach. Stories are powerful notions to teach, and while ours is formed on the lessons of cooperation and cohesion. Fossil’s story is a perfect representation of creating a legacy around identity.

It’s powerful, motivational, and even inspiring.

At least for us.

Part One: Delicate Beginning

Established in 1984 by a Former Texas A&M University student living in Dallas, Fossil was the vision of the young Tom Kartsotis and his younger brother Kosta Kartsotis. Although in their mind it was profit they could leverage by importing supposedly modern watches in the Far East that led to the birth of an empire.

Later it did change. Not the profit. Vision.

By 1990 Fossil had introduced leather goods to go hand in hand with retro watches that were already in production and market. With money coming from the east and then later all around the globe it was just a start for what would in coming decades transform into a humongous manufacturing powerhouse.

Part Two: Rising Motive

Did they do it?

Well, once the 2001 takeover was done and dusted, it was time to revamp the product line at Swiss Watches. Particularly to bring it in line to reflect the brand’s overall vision. So once the fire had settled it was 1970s-styled retro watches that were being sold under the name of Fossil.

In hindsight, it made sense, when Fossil itself had begun manufacturing watches its style was based on retro look. Even if it had happened 15 years ago.

Are you thinking what I think you are thinking?

Fossil has based its existence around identity. They want to be known for something that’s purely their creation. Just the same way  Tag Heuer crafted their identity. Keep that in mind for now. We are gonna bring it up again.

Moving on, if the 2001 takeover wasn’t a surefire sign of seeking dominance 2004 purchase of Michele Watch made sure the signs for the future weren’t just signs anymore.

There was more to come…

Part Three: Here To Stay

Just like any other story Fossil’s also contains a moment of despair. Times when it felt like maybe it is not going to last forever. Maybe this is the beginning of the end.

In September of 2007, Financial Innovations System filed official courts complaint about Fossil’s misdoings relevant to patents created by them. At the time it was a surprise to the company and by extension those associated with it, the case was resolved for an undisclosed fee.

A bright spot of brown color?

I’d say no, not necessarily, in the grand scheme of things it didn’t amount to anything. A year or two later everything was forgotten, and Fossil was once again on track to do what it had set out to become since the start: Global Domination.

How did it do it? Umm, well…

• Established production houses all over Asia, most prominently in China. Distribution centers were further distributed among Germany, the US, and the rest of continental Asia.
• Agreed to purchase Skagen Designs and a few of its partners for an approximate fee of $225 million.
• In 2013 a new line named “Fossil Swiss” was introduced with a target market of the elite population.
• In November 2015 American Electronics company Misfit was acquired to integrate its technology into retro-looking watches.

Today as of 2022 Fossil employs thousands of people from all walks of life. While having total assets compounding to $1.6 billion – last recorded pre-pandemic.

It is honestly insane!!!

Two brothers who if that afternoon hadn’t talked about forming a small business there might not be the source of income feeding thousands of people.

It is hard to concur on how or where Fossil is heading, but one thing is certain, they don’t stop. At least that’s what their story tells us about their brand.

And if your question was in this context of if you are a fan or consumer of a brand that has an amazing story and even amazing foundations. Here is your answer.

If not, there are more words written below, no?  

Fossil’s Products

Back in 84 when Fossil began to work its way up from the humble grounds of Richardson, Texas its primary focus wasn’t similar to how it is today. There were no plans to sell jewelry or leather products. It was all about watches.

With time it changed and they delved into various plains to build themselves. Due to the scope of our discussion, we’ll stay focused on the watch part for now.

After all, Fossil earns more than 60% of its revenue from the sales of quality wristwatches.

Built Style

Fossil’s Quality.

Fossil oozes quality.

It doesn’t matter whether it is the cheapest $50 watch you have on your hand or the one with a price tag in 4 figures Fossil doesn’t compromise on the quality of their products.

Each one of them has to go through vigorous testing modes before it is certified to be good enough for you.

Amazed, much?

That’s how it rolls down in there, made with Japanese Quartz Fossil watches can hold their own against many luxury brands. Yes, it would be insane to straight up compare them with the likes of Rolex or Omega. On their own, they can be just as charming as the other high-end watches.

And you’re not limited to Retro anymore!!!

Despite their identity and antic of playing with nostalgia. In recent times Fossil has expanded its collection from just traditional-looking watches to generational smartwatches for everyone.

Every year thousands of new models with hundreds of thousands of creative changes are carefully curetted in Texas.

Because one thing is clear: Fossil understands the needs of its consumers. Not everyone likes to rock a watch straight from the 70s or one made with leather. The new generation seeks novelty. Something Fossil happens to be an expert on by now.

OS – Smartwatches

Google Wear OS.

Probably the most used OS for wearables on the planet today. Fossil makes use of it quite efficiently. Although, not an ace player in the smartwatch landscape, They have managed to amass a substantial share in the ever-growing IoT device Industry.

And that’s not even the coolest part!

For a general user, their smartwatches are perfectly able to compete with the likes of Apple and Samsung Watches. Of course, not many would completely agree with it, and they would be right. You have to consider not everyone cares how many pixels the screen is displaying or how convenient is the data sync between your Smartphone and the watch.

So there would always be exceptions. Exceptions Fossil uses it to its advantage by manufacturing affordable smartwatches.

Are they wrong for doing it? No

Are they clever for doing it? 100%.

Variations Within Line

If there is one word that would better describe their ambition, it would be fair to say: Variations!

How so?

Well, if you would recall, Fossil isn’t just an ace watchmaker company, it is also a fashion designer. Their offerings have variations. You can buy jewelry, leather goods, high-end accessories, and whatnot.

And it doesn’t even stop there!

Apart from having variation at the very top, there is also within the products themselves as well. They are not selling just one type of watch. Just the same way it is not the same piece of a bracelet you would see in every store.

Fossil has made categories. They have segmented consumers into groups with their interests in mind. When it began it can be said they were targeting just a certain group of people – most likely the holy rich of the Eastern World.

It’s not the same anymore.

Fossil Target Market

Time has led them towards expanding their horizon on multiple fronts. So, it’s not just the alternatives they present to buyers in Watches they assembled. It’s the culture that persists within them.

As of today, Fossil employees are 55% women. 45% ethnic minorities. And a respectable position in the list of best companies to work in for the LGBTQ community.

Their target market isn’t narrow anymore. As is their ambition to drive change and spread the message for the better around the globe. 

Brand Psychology

By definition, Psychology is a field of study associated with the mind. How it works. Why it works. Or whatnot. It is quite fascinating if you’d try to learn. I don’t happen to have a major or even more than a basic understanding of Psychology. I’m familiar with Brand Psychology.

And it’s quite simple.

In simple meaning: Psychology refers to the study of the thought process of the human mind. Brand Psychology can be called its derivate and study of the thought process of a brand.

Yes, it’s that simple.

LEGO doesn’t market toys. It markets fun you would’ve played with them – a good time. Apple doesn’t market high-end Tech. It markets high-end lifestyle.

Similarly, Fossil, despite being a major name in Fashion or the context smartwatches Industry isn’t marketing its product. It doesn’t need to. It is a brand that focuses on retro novelty.

What is retro novelty?   

Mission On Line

If you are reading this without a skip, I mentioned keeping something in mind.

Remember?

It’s okay if you couldn’t or you skimmed here. It was ‘Identity.’ Fossil’s Identity. Everyone has an identity, right? Usually, it is associated with us, normal people, by our names. Our names are how people identify us. They are unique – mostly.

If anyone of you who are reading it has done something memorable and people around you know it, there are more than good chances they identify you by that as well. No?

Mike “The Kitten Saver”.

 Julia “The Mitten Stealer”.

Fossil did something similar for them.

No. They are not kitten stealers or mitten savers. They are a brand or more clearly a brand that is formed over the idea to bridged Past and Future.

“Fashion Meets Technology.” – Fossil Homepage

If you would recall, when Tom and Kosta began in 1984 it was RETRO watches they were selling. Later when they had enough money, they bought Misfit to integrate their technology to form something NOVEL.

That’s not to say Misfit acquisition was the most important for Fossil, there are too many contributing factors to assess the situation. What is certain here is a coherent pattern showing clear signs of forming products for the future using the design of the past.

Because that is their identity: Retro Novelty.

Fossil’s Mission is not to sell products that are just meant to be watches bound to time but to bring forth timeless watches for the rest of the time.  

Achievements Over The Years

In its 38-year span as a manufacturer in the Fashion and Watches Industry Fossil has been the notable winner of many Awards. They are still not their biggest achievement.

What is it?

The fact that you asked yourself “Is Fossil A Good Watch Brand?”

Their biggest achievement: Customer that wonders about them…

Is Fossil A Good Watch Brand? Answer

The notion that something so subjective can ever be quantified is to an extent baloney. There are always far too many variables to take into consideration to make it worthwhile.

From what we gathered it seems it is safe to say: Yes, they are, they are a good brand. Not perfect. But good. They have their flaws. Their products have flaws. There are sides and places where they have made a name for themselves, and rightfully so…