Must Have
Wrist watches – a “must have” accessory by Jason Green
Just a few years ago the rising popularity of mobile devices drew the watch industry to a new low. Consumers attention was taken away from wristwatches to mobile phones: why bother with a clunky watch when the time was just sitting there, on your phone, for instant access? The wristwatch was an old fashioned object – a fossil. But today, thanks to companies like Fossil, Giorgio Armani, D&G and Citizen, the wristwatch became a “must have” accessory.
Launching new fashionable and affordable collections, watch companies managed to revive the watch industry, and integrate the wristwatch to the “accessory” category. In addition to watches, most companies also market jewelry, handbags, glasses, belts or shoes, sending a clear “Accessorize” message.
Fossil Inc. played an important role in bringing the wristwatch into consumers attention.
Based in Richardson, Texas, Fossil extended, marketing models from the likes of Armani, Michael Kors, DKNY, Burberry and Adidas. Fossil sells all these brands through a variety of channels, such as department stores and specialty watch, jewelry and retail stores. Overall Fossil sales grew by 36.6% to $537 million, just in the past year.
According to watch analysts, most of the watch companies, such as Armani doubled their profit in the past year.
The new Emporio Spring/Summer 2011 Armani Collection emphasized the “must have accessory” statement that brought wristwatches into consumers attention after being neglected for so long.
Launched as a sport collection, the new Emporio Armani Sportivo reflects an active luxurious lifestyle by combining sporty materials with classic shapes and imaginative designs. Giorgio Armani
January 26, 2012 7:25 pm 
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