Fossil Inc. is looking into the past to embrace its future. The Dallas-based watch and accessories firm is celebrating its 25th anniversary this year by relaunching an array of watches that first got the brand ticking back in 1984. Last October, it kicked off festivities by rereleasing its Sundial timepiece and this spring will reissue its popular Water Watch.
This story first appeared in the March 26, 2009 issue of WWD. Subscribe Today.
“The Water Watch is one of our most iconic accessories that first defined the Fossil personality and set the standard for our sense of humor, creativity and style,” said Alex Cushing, vice president of Fossil Watches.
Updated in a new stainless steel case, the Fossil Water Watch still features a waterengulfed face and has the whimsy of its former model. Retailing at $85, the watch hits department stores and Fossil shops this month. To continue the anniversary celebration, the firm is also launching a worldwide, traveling exhibit kicking off in Switzerland at Basel that showcases the history of Fossil’s graphics and packaging tins used throughout the years.