The situation that has been unfolded for the larger watchmakers has not gone unnoticed. The smaller watch manufacturers have taken advantage of this situation. In fact, the groups that are working for masses get more impact from the consumers. The change in the market behavior is well understood by the smaller and mid size players. “Fossil group” is one of them. The brands of this kind have made a very good position in the market than the brands that are hungry of maximization of profits by selling luxury products.