2014-03-21 14:10:06 - Watches in the US - a new market research report on companiesandmarkets.com
Fossil led watches in 2012, with a 24% value share, up from 23% in 2011. The company has been able to grow sales through a multi-brand philosophy. Instead of relying on just one brand, such as its eponymous brand Fossil, the company produces watches under numerous owned brands (such as Michele and Relic), as well as licensed brands, including Burberry, DKNY and Michael Kors.
Fossil is focused on "fashion watches". The core consumers of its watches are women, who purchase a watch as a fashion accessory for their wardrobe, rather than as a long term investment. The company has launched numerous lines to appeal to different customers with different incomes. At the lower-end, the Fossil line is priced at under US$250,
and uses materials such as ceramic and crystals. At the higher end, some of its Michele watches feature multiple diamonds, and are priced upwards of US$1,000.
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