There are two routes into the wearable tech space. There are companies that create wearable versions of their tech products and there are fashion companies that create tech versions of their wearable products. Fossil began selling watches in the 1980s focusing on fashion watches with a retro feel. In late 2015 the company acquired Misfit a maker of wearable activity trackers with the explicit goal of creating a new range of smartwatches. Today Fossil markets smartwatches and hybrid smartwatches on its site, fossil.com under the brand name Fossil Q.

Looking at traffic to fossil.com over the past 18 months sees no significant increase in the volume of visits to the site. Looking a little closer into the proportion of pages visited at fossil.com that include one of their smartwatch products see a steady rise in the prominence of these pages on the site over the past year and a half.