Fossil Brand History

How Is All Started

Fossil was founded in 1984 as Overseas Products International and the second business effort by Tom Kartsotis.
Kartsotis operated a ticket brokerage business in his early twenties that gave him fame and wealth but wanted
something new after a few years. His brother Kosta suggested Tom to import fashion watches for a reasonable price,
made in the far east. Tom withdrew his savings and sold half of the ticket brokerage business to start his new
enterprise. He flew to Hong Kong and hired a manufacturer to produce 1.500 watches and sold them in the United
States to stores and boutiques. A new company, Overseas Products International, was born.
Later On
At age 24, Kartsotis hired Lynne Stafford (who later became his wife) as designer and created the "retro"
design style that made the company grow in the 1980s and 1990s. They were inspired by nostalgic
advertisements in fashion magazines of the 1930s 1950s for designing new watches which became a huge
success. In 1987 the company became Fossil. Inc. and in 1989 they began to package their watches in tin and
wooden boxes which made the nostalgic look of Fossil watches stronger.

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In 1990 the company expanded their product line with leather goods, sunglasses and jewelry and went international
and they became one of the most populair watch brands worldwide.


The Heart And Soul of Fossil
The heart and soul of the FOSSIL brand its people, products and culture is about a unique kind of inspired
creativity. Representing the concept of accessible cool, Fossil's identity is anchored in vintage authentic style mixed
with a creative spirit and a sense of humour that extends into all its product offerings, graphics and one-of-a-kind,
trademark collectible tins. Fossil creates modern yet vintage products for everyone, a simple yet compelling idea
reflected in the Company's tagline, Long Live Vintage.
Founded in 1984, Fossil was the first American brand to bring value and style to the watch category transforming the
concept of timekeeping from the merely functional to chic and stylish must-haves for the wrist. Since then, Fossil has
always been in the avant-garde, whether in terms of technology, the choice of materials or design. Fossil offers an
extensive line of watches under its proprietary FOSSIL, RELIC, MW, MW MICHELE, MOBILEWEAR and
ZODIAC brands and, pursuant to license agreements, under some of the most prestigious brands in the world,
including ADIDAS, BURBERRY, CALLAWAY GOLF, COLUMBIA SPORTSWEAR, DIESEL, DKNY,
EMPORIO ARMANI, MICHAEL MICHAEL KORS and MARC by MARC JACOBS. In the early 1990's, Fossil
expanded its core business, launching a line of accessory products including handbags, belts, small leather goods
and sunglasses under the FOSSIL and RELIC brands. The Company also owns or licenses proprietary technology
for certain of its watch products, including its BIG TIC technology developed in 1998 and the patent-pending
combination automatic/quartz movement called TWIST. Fossil also offers jewellery under the FOSSIL, DIESEL and
EMPORIO ARMANI brands and in 2000 introduced FOSSIL Jeans wear targeted towards youthful consumers. In
2002 Fossil created a proprietary technology brand ABACUS, targeted for distribution in the electronics channel.
Design
Fossil's in-house team of renowned designers constantly study and draw inspiration from emerging lifestyle and
fashion trends to bring customers the most innovative and unique products worldwide while ensuring consistency with
the Company's existing product offerings and the themes and images that it associates with its products. For its
licensed brands, Fossil works with the respective licensor's design team. In certain instances, Fossil believes that
innovations in design details for the Company's watches and details and treatments in its other accessories have
allowed it to achieve significant improvements in consumer acceptance of its products with only minor increases in
manufacturing costs. Fossil believes that the substantial experience of its design staff will assist in maintaining its
current leadership position in watch design and in expanding the scope of its product offerings.
In 2006, Fossil accomplished two firsts. After more than seventeen years of transforming the very concept of
packaging with its signature watch tins, Fossil announced in June, Tinspiration, the Fossil design contest, inviting
designers from around the United States to develop artwork for the brand's famous watch tin packaging. Over 250
submissions were posted to the fossil.com website and after the final voting was tallied, a winner was announced in
November. The main prize was the winner's and the second, third and fourth place finishers designs to be produced
on a limited edition run of Fossil watch tins summer of 2007. Additional prizes were also given. The contest was
wonderfully successful that Fossil will announce another design contest later this year.
Also, as part of its celebration of their unique tin history, Fossil published a coffee-table book anthology showcasing
hundreds of its most creative and unique tin designs from the past 17 years. The Fossil tin has delivered a fun,
irreverent and vintage brand message to millions of consumers worldwide for over 17 years.
These iconic boxes are nearly as popular as the watches they hold and are regularly collected and traded throughout
the world at flea markets, antique shops, and on eBay. With one of the most celebrated graphic design teams in the
world and hundreds of awards to their credit, Fossil continues to set the highest standard for creative excellence.
U.S. Business
Domestically, the Company sells its products in retail locations in the United States through a diversified distribution
network that includes department store doors and specialty retail locations. Department store doors include stores
such as Nieman Marcus, Saks Fifth Avenue, Nordstrom, Federated Department Stores and Dillard's, as-well-as
stores such as JCPenney, Kohl's and Sears. In addition, Fossil sells certain private label products through mass-
market stores such as Wal-Mart, Target and Kmart. The specialty retail locations sell a mix of Fossil's proprietary and
licensed brands. Fossil also sells its products in the United Stated through a network of 113 Company-owned stores,
with 53 retail stores located in premier retail sites and 60 outlet stores located in major outlet malls. The Company
also offers selected FOSSIL and licensed brand products at its website, www.fossil.com and ABACUS brand
products at its website www.abacuswatches.com.
International Business
Internationally, Fossil's products are sold to department stores and specialty retail stores in over 90 countries
worldwide through Company-owned foreign sales subsidiaries and through a network of approximately 60
independent distributors. The Company's products can be found in the Asia Pacific region, Europe, South and Central
America, the Caribbean, Canada, Mexico and the Middle East. Fossil's products are offered on cruise ships and in 23
international Company-owned FOSSIL retail stores. Additionally, the Company's products are sold through
independently owned FOSSIL retail stores and kiosks in certain international markets.
Swiss Business
In 2001, Fossil completed the acquisition of three separate companies located in Bienne, Switzerland. Through this
acquisition, the Company obtained the design, sourcing and production capabilities necessary to manufacture
Fossil's entre into the Swiss business, allowing it to market to an important consumer segment with unique tastes for
Swiss made designs. Another important facet of this business is Fossil's ability to leverage the Swiss infrastructure
with key licensing relationships including the Burberry license. The Swiss Division, Montres Antima SA, handles the
design, manufacturing, distribution, and merchandising of Burberry timepieces.
Fossil has become one of the most innovative companies in the world market and continues to reinforce its initial
philosophy of constantly pushing the boundaries of design, innovation and technology all symbolized by its products
and its people. LONG LIVE VINTAGE, that is the heart and soul of Fossil.
About Fossil
Fossil is a global lifestyle company specializing in consumer fashion accessories. It designs, markets, distributes, and
retails accessory products under both owned and licensed brand names. A distinctive modern vintage design
aesthetic defines the Fossil brand, fusing elements of vintage creative culture, Mid-Century Modern design, and
contemporary fashion. With offerings that include watches, jewellery, leather goods, sunwear, apparel, and footwear,
Fossil continues to grow as it introduces new designs, stores, and product categories. The company's products are
sold in department stores and specialty retail stores in over 90 countries around the world, in addition to the
company's e-commerce websites. Certain product, press release and SEC filing information concerning the Company
is available atwww.fossil.com.



Fossil, a leading global brand in the forefront of product accessories and hour hands, celebrating its
widest opening boutiques in Grand City Surabaya. Boutique area of 119, 45 m2 is a boutique Fossil
seventh in Indonesia and two in Surabaya after previously taking the hearts of lovers of accessories
through its stores in Tunjungan Plaza 4.