After decades spent in creating classic timepieces, some of the largest watch-makers in the world are now infusing them with modern technology to keep pace with the changing times.

American fashion brand Fossil, which manufactures watches for about a dozen luxury brands such as Fossil, DKNY, Skagen, Emporio Armani, Diesel and Michael Kors, is now betting big on India to sell its smartwear collection.

“It is one of the fastest growing markets for the Group in the Asia-Pacific region. The reasons are not far to seek: a young population, rising aspirations and incomes, and a passion for technology,” Vasant Nangia - Managing Director, Fossil Group, India told BusinessLine .

The group has already launched its smartwear under six brands in India, including Fossil Q, Michael Kors Connected, Skagen Connected, Chaps, Emporio Armani and Misfit, and expects the focus on design will help Fossil stay ahead of technology in companies such as Apple, Samsung and Huawei which have smartwatches in similar price categories.

The new smartwatches from Fossil connects to a smartphone and acts as personal assistant, with voice-based text inputs, internet search, alerts for e-mails, WhatsApp along with the ability to respond to messages with preset text or voice-based inputs. It also acts as a fitness tracker by connecting with the help of Google Fit. The watches work both with Apple and Android smartphones.

“Till date, smartwatches have remained in the realm of brand loyalists and tech cognoscenti; however, Fossil Group is changing this dynamic, appealing to a growing number of consumers looking to include connectivity into their daily lives while not landing up with a calculator-like device on their wrist,” Nangia said.

A recent report from market research firm IDC states that the worldwide wearable devices sales are set to grow over 18 per cent in 2016.

While the market for smartwatches is at a nascent stage in India, the sector has experienced an unprecedented growth of over 40 per cent in Q2 2016.

While smartwatches have been in the market for the past few years, Fossil’s fresh entry into the market appears a bit delayed. Even Indian watch-maker Titan launched its first smartwatch a year ago and has already come out with the updated version.

Nangia said the delay was “mainly because we have been looking for the right formulae: what do consumers really want; separating fads from long term trends. Our products have been developed by engaging with our consumers, gaining insights into their requirements and translating these requirements into a perfect combination of technology and style.”

He said the company is now making up for the delay in entry by bringing all of Fossil brands to launch smart wearables, each with its own inimitable style. The next to come to India will be Diesel and Armani Exchange.

To support the growth in the country, Fossil has set up a manufacturing unit at Parwanoo near Chandigarh, and is currently working towards expanding the unit, as well as working closely to develop world-class vendors and skill development in the country, Nangia said.

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