Translated by
Nicola Mira
Jan 6, 2021
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Fossil deploys AR tool enabling customers to try on watches virtually

Translated by
Nicola Mira
Jan 6, 2021

After months of development work, US accessories brand Fossil launched a virtual reality tool in the run-up to Christmas, enabling its customers to try on watch models virtually. The tool was created in collaboration with specialist developer Tangiblee, and is now available on the Fossil and Watch Station websites and apps.


The first step in using the tool is measuring the width of the user's wrist, using a phone camera. It is not mandatory, but it will generate more accurate measurements later. The pictures will in fact allow an actual assessment of the ideal model size relative to the user's wrist. The virtual reality tool then allows the watch bracelet to be positioned along the wrist as required, by tapping and dragging on the chosen model. 

“We are delighted to collaborate with such an awesome partner, and we can't wait to see what the usage and performance data will reveal about Fossil customers’ reactions, as well as the [tool’s] impact on Fossil’s net result,” enthused Eliad Inbar, general manager of Tangiblee, whose digital solution is now being used by customers to virtually simulate and try out the Texan accessories brand’s 1,800-plus models.

The Fossil group owns the Fossil, Michele, Misfit, Relic, Skagen and Zodiac brands, and also operates licences for Armani Exchange, Diesel, BMW, DKNY, Emporio Armani, Kate Spade New York, Michael Kors, Puma and Tory Burch.

In the last 10 years, the US company has been very active in developing connected and hybrid watches. Fossil's work convinced Google to fork out $40 million in 2019, to acquire some of the high-tech solutions developed by Fossil in this field. 


In 2020, the size of the connected accessories market was estimated at $30 billion, equivalent to €24 billion. According to HardwareSG, the sector is forecast to produce an output of 125.5 million units in 2021, up 20.4% compared to the volumes generated five years earlier.

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