Fossil’s Time in the Smartwatch Market Ticks to a Close


Fossil Group, once a significant name in the smartwatch industry, has officially announced its departure from the smartwatch market. This move comes after the company faced challenges in establishing a significant market presence in a sector dominated by big consumer electronics brands. Despite being a pioneer in the Wear OS (formerly Android Wear) platform, Fossil’s smartwatch sales accounted for a mere 2% of the total market share from 2015 to 2023.

Key Highlights:

  • Fossil officially exits the smartwatch business.
  • Last released model was the Fossil Gen 6 smartwatch.
  • Company to focus on traditional watches, jewelry, and leather goods.
  • Fossil smartwatches accounted for only 2% of the market share.
  • Existing smartwatch models to receive support for the next few years.


The Final Chapter of Fossil Smartwatches

The Fossil Gen 6 smartwatch, released in 2021, marks the company’s last foray into the smartwatch arena. The company’s strategic shift was influenced by the evolving landscape of smartwatches, where Fossil struggled to keep pace with the dynamic and competitive nature of the market.

Shifting Focus

Fossil Group plans to realign its focus towards its core businesses, which include traditional watches, jewelry, and leather goods. These segments continue to offer strong growth opportunities for the company. This strategic decision underlines the company’s intention to leverage its strength in designing and distributing traditional watches and other fashion accessories.

Focusing on Core Strengths

Fossil’s decision to exit the smartwatch business is part of a strategic realignment towards its core strengths in traditional watchmaking, jewelry, and leather goods. This shift indicates a return to the company’s roots, focusing on segments that have historically been successful and continue to show potential for growth. Fossil aims to leverage its design and distribution capabilities in these areas, reaffirming its position as a leading lifestyle brand.

The Future of Wear OS and Existing Fossil Smartwatch Users

Fossil’s departure raises questions about the future of Google’s Wear OS platform, which Fossil significantly supported. However, the company has assured that it will continue to provide updates and support for existing Wear OS watches for the next few years. This commitment is crucial for maintaining customer trust and ensuring that their Fossil smartwatches remain functional and relevant in the near future.

Impact on Wear OS

Fossil’s exit from the smartwatch market leaves a significant gap in the Wear OS ecosystem. The company has been instrumental in keeping Google’s Wear OS relevant over the years. However, with Fossil’s withdrawal, questions arise about the future involvement of the company in the wearable sector and the broader prospects of the Wear OS platform.

Support for Existing Models

Fossil has assured that it will continue to update existing Wear OS watches for the next few years. This commitment is crucial for users of current models, ensuring that their devices remain functional and up-to-date in the immediate future.

Fossil’s exit from the smartwatch market signifies a notable shift in the wearable tech landscape. The company’s focus on traditional watches and fashion accessories reflects its strategy to capitalize on its established market strengths. This development also highlights the competitive challenges within the smartwatch sector and the evolving preferences of consumers in wearable technology.


About the author


Jamie Davidson

Jamie Davidson is the Marketing Communications Manager for Vast Conference, a meeting solution providing HD-audio, video conferencing with screen sharing, and a mobile app to easily and reliably get work done."