Fossil already has its feet planted deep into the wearables space. Consider the Android Wear smartwatches such as the Fossil Q Founder, Q Marshal, and Q Wander, and then consider its long lineup of Q hybrid smartwatches (7 total, not to mention the Q54 Pilot). Fossil isn't afraid of adding color options either, as it did with the Q Founder at the beginning of 2016.
Well, there's a reason behind Fossil's push to launch so many smartwatches (whether hybrid or not): the company is on a mission to plant its stake in the market to appeal to as many consumers as it can. According to Fossil Chief Strategy and Digital Officer Greg McKelvey, Fossil intends to make devices that fit with consumer desires to not only have a great functional smartwatch but also a great-looking smartwatch. And, as a result of its desire to win the market, Fossil says it will release 300 new wearables to the market this year. Yes, that number, 300, is not a typo.
300 is a large number; no manufacture in the smartphone market releases 300 new models of smartphones each year (not even Samsung, and Samsung ships over 300 million units each year as the world's largest manufacturer). When it comes to wearables, giants like Apple, Samsung, Garmin, and Fitbit do not release 300 different models of wearables each year. With that said, Fossil's aim is a lofty one indeed.
I do applaud their efforts, but I also believe that 300 wearables is just too many for the market. Few individuals need that much selection from one manufacturer. The problem for Fossil will be that few consumers can really distinguish Fossil except by their brand name and the sheer number of wearables out on the market - not what sets Fossil apart from everyone else. Brand loyalty can only take one so far at some point.
