Fossil Group has launched a new ‘wearables’ line of smart and hybrid watches. The range features models from AX, Diesel, Emporio Armani, Fossil, Kate Spade, Michael Kors, Misfit and Skagen.
Both the hybrid and smart watches are compatible with Apple and Android smartphone apps. Hybrid watches look like ordinary timepieces but have the benefit of wearable technology, and smart watches feature a touch screen face.
The Armani Exchange (AX) Connected line comprises a hybrid watch, available in white, black, blue and orange. Using the AX Smartphone app, the watch can track activity, control music and take a ‘selfie’.
Fossil Q smart watches, powered by app Android Wear, allow users to customise the watch face, receive smartphone notifications, track activity, control music plus other functions. The following Fossil Q watches are available: Q Founder, Q Marshal and Q Wander. All the watches are charged via a magnetic charger.
Fossil Q has launched in Asia travel retail with DFS in Hong Kong, Guam, Honolulu and Macau. Fossil Group Europe Travel Retail Director EMEA Wolfgang Czepiczka said that DFS is ‘keen’ on the product and consumers in Asia are adopting the new wearable technology well.
The Diesel On collection features On Time Hybrid Smartwatch, which has a battery life of up to six months, and two different On Track Tracker models.
The Michael Kors Access range offers two display smart watches based on the Bradshaw and Dylan styles. Both feature interchangeable straps.
Kate Spade’s hybrid smart watch is said to combine feminine style with technology for the ‘on-the-go’ girl. Watch features include activity and sleep tracking, time zone updates, notification technology and the ability to take ‘selfies’.
Skagen smart watches will launch in travel retail with Heinemann during Q1 of 2017 and will be offered onboard AIDA Cruises.
Czepiczka revealed that Fossil Group will be staging a multi-brand smart watch promotion at both Heathrow and Zürich airports in March before the Baselworld show. The 360-degree activation will feature all of the Fossil brands in a 25sq m space.
The potential of wearables in travel retail
Czepiczka said that Fossil Group is ready to lead the conversation about the wearables category in travel retail. “We want to start a conversation about wearables. We, as the watch category, believe this can change our industry. Our CEO believes that in two to three years, 80% of the company’s watches will be smart – either hybrid or fully smart.
“We don’t know exactly where wearable products sit; it could be in fashion, accessories and watches or it could be in technology. There are significant financial gains to make for travel retailers so we need to make airport authorities aware that this is a new product category and they need to find a way to make it work for the retailers economically.”
Czepiczka continued: “The margin for retailers [on wearables] is lower than traditional watches and jewellery and that’s the biggest challenge about bringing the category to travel retail. We, with World Duty Free, are actively trying to reach out to the authorities and start the educational process.
“Some airport authorities who are more commercially driven do understand the magnitude that sits in the wearable business and are saying they need to get these products into their stores because it’s new business for them. Wearables bring another face to the watches and jewellery category.”
Czepiczka believes that the wearables category needs a separate display area to watches and jewellery or electronics. “We would like to showcase the Connected range out of a regular branded environment in a separate wearables area, sitting either in electronics or watch stores but clearly highlighted to consumers that this is a new piece.”
“We are looking to get the travelling consumer into our stores. Global travel retail sales, except for a few categories, are in a downward trend. With wearables we can get the consumer interested in duty free and travel retail again,” Czepiczka concluded.
