For the second time in less than a month a popular American mid-range brand, usually known for youth oriented quartz watches, has ventured into the realms of Swiss made automatic watches to create a more upmarket image.
We reported recently on California skate and surfer brand Nixon, which has released an automatic watch.
Now Texas based Fossil, which was founded in 1984 by Greek American Tom Kartsotis, introduces what they call the Fossil Swiss Line.
It’s a range of classically styled 3-hander day date and chronograph watches. These are elegantly designed, and at 38mm, modestly sized watches. They feature some traditional hallmarks of Swiss quality including a sapphire lens both on the front and with a show window on the caseback. The watches are powered by a Swiss-made 26 jewel STP-1-11 with a 46-hour power reserve. Dials are decorated with numerals and rectangular indexes. The watches come on a full-grain leather strap or a stainless steel bracelet.
The Swiss Line range from Fossil reflects an increasing desire among young upwardly mobile men for higher end watches. The watches will be available globally at Fossil stores and also online. The watches will be priced at around US$1,000 to $1,500, which is certainly a lot for a Fossil.
Fossil owner Kartsotis founded the brand following a suggestion from his older brother that there was money to be made from importing mid-range watches to the States. Today he is among the top 50 wealthiest Greek Americans in the States with a net worth of $400 million, and no doubt the earnest hope is that this new range will swell the company coffers.
Visit the Fossil website