The international watch brand Fossil has offered its customers authentic vintage style watches with a creative feel and an iconic tin box for more than 17 years.
When the first watches hit the market, it was difficult to understand what was more popular – the watches themselves or the hugely successful tin box packaging. Fossil knew it had a winner on its hands with its unique packaging concept.
Founded in 1984, Fossil was one of the first American brands to offer both style and value in watches. The idea was for the watches to be elegant yet affordable for all. Fossil crafted vintage timepieces with a creative look and a subtle sense of humour. The cutting-edge graphics on their trademark collectable tins set the brand rolling. The company’s tagline “What Vintage Are You?” was very compelling. Fossil watches weren’t simply functional – they were chic must-have items. The company has continued to tread an innovative path, be it in terms of technology, raw materials or design.
People, products and culture are at the heart of the Fossil brand. Fossil’s renowned team of designers continually focuses on worldwide lifestyle and fashion trends to offer its customers unique products and the brand’s famous tin packaging continues to delight customers worldwide. In 2006, Fossil launched a design contest, Tinspiration, where designers around the United States were invited to develop artwork for the brand’s famous watch tin packaging. Fossil received 250 submissions and announced the winner last November. In 2007, Fossil launched limited edition Fossil watches based on the four winning designs. Fossil is expected to launch another design contest in 2008.
Fossil has also produced a coffee-table book that showcases hundreds of its most creative and unique tin designs from the past 17 years. The company offers an extensive line of watches under its proprietary Fossil, Relic, MW, MW Michelle, Mobilewear and Zodiac brands.
In 1990, Fossil expanded its accessory line to include handbags, belts, small leather goods and sunglasses under the Fossil and Relic brands. Fossil also offers jewellery under the Fossil, Diesel and Emporio Armani brands and in 2000 introduced Fossil Jeans wear. In 2002, Fossil created a proprietary technology brand called ABACUS that was targeted for distribution in the electronics market.
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