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Gartner L2 Digital IQ Index
Since 2000, nearly 20 global fashion brands have signed licensing agreements with Fossil, Movado, or Timex. In 2014, two licensed brands, Michael Kors (by Fossil) and Guess (by Timex), were among the top ten best selling watch brands in the U.S. Meanwhile, as Apple begins to enter the market, nearly a quarter of the brands surveyed in this Index have announced plans to release a wearable device. An increasingly crowded market, combined with uncertainty over the wearable device trend is challenging convention, bringing the watch industry kicking and screaming into the 21st century. The 2015 Digital IQ Index: Mass & Licensed Watches assesses the digital performance of 74 watch brands, 40 Mass brands (i.e. Timex, Casio, Swatch, etc.) and 34 licensed brands (i.e. Michael Kors, Coach, Guess, etc.).