The Smartwatch for Everyone Has Finally Arrived | FOSSIL GROUP

FOSSIL GROUP

An Attainable Price Point is Finally Here!
The Evolving Smartwatch for Every Individual

Fossil Japan, the local subsidiary of America's Fossil Group, has announced the sale of its smartwatch series in Japan starting from the Fall/Winter 2016 season. A diverse range of 107 models will be launched simultaneously across the group's seven brands: FOSSIL, Misfit, SKAGEN, DIESEL, EMPORIO ARMANI, kate spade new york, and MICHAEL KORS. This major announcement is set to accelerate the smartwatch trend by another significant step.

Text by TSUCHIDA Takashi (OPENERS)

Wear Your Technology

Ultimately, the trend in the watch industry is "technology." Whether mechanical or quartz, functionality and design driven by advanced technology are becoming focal points, leading to the creation of unprecedentedly attractive products. The smartwatch stands as the prime example of this. However, an aura of futurism still surrounds this item, making it difficult for many to fully embrace. Common sentiments include, "I don't need it right now," or "I'll wait and see a bit longer." This cautious observation of smartwatch developments seems to be the typical stance.

Among the challenges, the battery issue significantly raises the bar for smartwatches. Even Apple's latest model, the "Apple Watch Series 2," offers only 18 hours of battery life on a full charge. While it conserves power by keeping the display off most of the time, it's hard to argue against the observation that it won't last a full day with continuous use. However, technology for maximizing device performance in low-battery conditions is advancing daily. If button batteries are utilized without concern for charging, a user experience similar to existing quartz watches is already becoming a reality.

Amidst this landscape, Fossil Japan has decided to enter the Japanese market with smartwatches across all seven of its subsidiary brands. In November 2015, Fossil strengthened its wearable device development and production capabilities by acquiring "Misfit Wearables," a Silicon Valley hardware manufacturer led by a former Apple CEO. With this robust foundation, they aim for a significant penetration of the smartwatch market.

A new model from "Michael Kors," a brand under the Fossil Group. The image shows an incoming message displayed on the watch face; the artwork is so detailed and beautiful that it's momentarily mistaken for an analog watch.

Three Lineups to Match Your Style

When we say "smartwatch," Fossil offers three distinct types from the outset. The first is the conventional "smartwatch." Its strength lies in its liquid crystal display, allowing for customizable watch faces. The design, including the round watch case, has been carefully crafted to minimize any sense of incongruity, which is also noteworthy.

MICHAEL KORS ACCESS
Smartwatch
DYLAN
¥45,000 (excl. tax)
Since the watch face displays skins, both digital and analog styles are freely selectable. The rendering of the analog hands' edges, complete with shadows, creates a sense of depth and realism. The brand's unique aesthetic is also well-expressed in the artwork, leaving a favorable impression.

The second type is the "hybrid smartwatch." While it uses traditional analog hands, it displays various smartwatch functions. For those who feel a psychological barrier towards liquid crystal displays, this type offers a seamless transition. Furthermore, being battery-powered, it requires no charging for up to six months. This is a welcome option for those hesitant due to battery concerns.

SKAGEN
Hybrid Smartwatch
SKAGEN CONNECTED
¥29,000 (excl. tax)
Characterized by Skagen's signature minimalist design. While the information display is limited due to the analog hands, functions such as various sensor readings and smartphone connectivity for data utilization are fully realized in this type. Its understated futuristic appeal is also a plus.

Finally, there is the "tracker." This type is not primarily for displaying time but is specialized for sensing life-logging data. Naturally, it can connect with a smartphone to display and utilize various data. Its simple, bracelet-like form factor integrates well even when layered with existing wristwatches.

DIESEL ON
Tracker
¥18,000 (excl. tax)
An IC chip is embedded in the area marked with the brand logo, enabling various sensor functions. The monochrome design unifies the look, offering broad compatibility with outfits and harmonizing with all types of wristwatches, from casual to premium.

We have introduced representative models from each of the three types. How do you find them? It's impressive how they integrate the brand's worldview into the design while leveraging functional features. Smartwatches range from ¥34,500 to ¥49,000 (excl. tax). Hybrid smartwatches range from ¥24,000 to ¥55,000 (excl. tax). Trackers range from ¥12,800 to ¥21,000 (excl. tax). Most importantly, the pricing, not significantly different from conventional quartz models, is likely to be a key factor in their explosive popularity. While the designs, colored by each brand's unique aesthetic, are appealing, this pricing allows for experiencing smartwatch life with a trial mindset.

Fossil Japan predicts a continuous upward trend in the Japanese wearable market. They aim to guide consumers towards embracing technology as fashionable and will appeal to users through diverse sales channels.

At the "Umeda Tsutaya Books" in Osaka, a pop-up shop offering an early look at smartwatches from six brands will be open for three days, from Friday, September 30th to Sunday, October 2nd. We highly recommend visiting this opportunity to experience the new products firsthand before their release. Pre-orders for the new products will also be accepted on-site.