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Fossil was founded in 1984 at a time when watches were
created for function rather than fashion. The company sought to fill this void
in the market and began designing watches to act as a fashion accessory.
Fossil incorporated a fifties Americana design into the brand image in an
attempt to target value driven consumers. The concept paid off and Fossil
quickly emerged as the leader of a growing industry. Today Fossil produces
over three hundred different styles of watches in a line which continually
changes. Fossil's renowned designers constantly study emerging fashion trends
to bring consumers the most unique and innovative products. After augmenting
the watch selection choice for consumers, Fossil expanded its selection to
other fashionable accessory items. Fossil introduced small leather goods in
1992 for men and women. Wallets, belts, key chains and backpacks helped Fossil
establish its expertise in leather goods. In 1995, Fossil moved into the
eyewear market introducing uniquely designed sunglasses creatively capturing
the Fossil image. This move represented just one more step in Fossil's effort
to strengthen the accessory market with innovative style and quality aiding
the company in its continued growth.

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