when fossil recently opened the doors on its chain of specialty stores, it created the perfect place to showcase its ever-growing product line. "this is Fossil in a box". Really,for us to be able to communicate the essence of the brand, we had to be in a retail setting where it was all together in one place - where you could walk in to this environment and it's very readily communicated what our brand image was from a product perspective," says vice president of Image Tim Hale.