Android Wear has become an increasingly popular platform for smartwatches over the past few years, and it looks like Fossil is getting in on the action, having revealed the Q Wander and Q Marshal, two of more than 100 new smartwatches that the company plans to release in 2016.
Fossil Group is aiming to release a slew of smartwatches and fitness bands in this year alone, perhaps to make up for lost time. These two new Android Wear watches are just the tip of the iceburg and should be taken as evidence that the company is serious about its endeavor.
The Q Marshal and Q Wander lead the pack, both debuting at $275. They join a stable of older smartwatches that include the Q54 Pilot, Q Grant and Fossil's first smartwatch, the Q Founder. The Q Founder, in particular, lent itself greatly to the development of these two newer smartwatches, with the watchmaker noting that it listened to user feedback during the watches creation.
As such, both represent a slight departure from the Q Founder while still keeping a few aspects from their predecessor intact. First is the Q Wander, which has a case measuring 44mm, as opposed to the 46mm of the Q Founder. It has a slimmer look thanks to two new wire lugs and comes with a swappable strap (the original is leather). Next is the Q Marshal, which, just like the Q Founder, measures at 46mm and features a more rugged case design. It will also be available in navy blue with a leather strap, and just like with the Wander, the strap can be swapped.
Just like their predecessor, however, they'll leverage their Android Wear software foundation to allow users to view calls and text messages right from their wrist. They both have touch screens, and while they support wireless charging, they only work with the charger used with the Founder, which has been deemed "weird" and "bulky."
All of this is part of Fossil's push to help it gain entry into the smartwatch industry, one long dominated by companies that manufacture smartphones and other mobile devices, including Apple, Samsung, LG and Motorola. Fossil is relying on several of its brands to help it make this push, including Skagen, Emporio, Armani, Chaps and Misfit, which was acquired by Fossil Group last November.
Through this effort, not only does the company hope to release more than 100 smartwatches by the end of the year, but it also hopes to make them available in 40 countries and in more than 20 languages. Greg McKelvey, Fossil's chief strategy and digital officer, noted that as a fashion company, Fossil Group has an advantage in the field of consumer electronics since it brings new products to the market quickly to meet seasonal deadlines.
"The industry has been slow to adapt to growing consumer desires for new styles and options for wearables," McKelvey said. "With the diversity of major fashion brands we offer, customers will be delighted with the sheer volume of styles and options available when shopping for a wearable that fits their personal style."
