Fossil was founded in 1984 at a time when watches were created for function rather than fashion. The company sought to fill this void in the market and began designing watches to act as a fashion accessory. Fossil incorporated a fifties Americana design into the brand image in an attempt to target value driven consumers. The concept paid off and Fossil quickly emerged as the leader of a growing industry. Today Fossil produces over three hundred different styles of watches in a line which continually changes.