Al-Yasra Fashion (AYF) has announced the opening of the first Fossil franchise in the Middle East, at the Mall of Dhahran.

Mall of Dhahran is described as the largest shopping destination in the Eastern Province (EP). Following the 123 sqm Fossil store, Fossil Group plans to open several stores across the Kingdom and the Middle East in the coming years.

The new store boasts a complete product offering showcasing the range of Fossil product categories, including watches, leather goods, eyewear for men and women and jewelry for men.

Fossil is an American lifestyle brand, creatively rooted in authentic vintage and classic design. Since 1984, Fossil is creating high-quality products that preserve the best of the past while updating it for today’s consumer.

Fossil has grown from a small watch business to an international lifestyle brand with a strong retail and e-commerce business featuring an eclectic assortment of accessory items that includes watches, handbags, small leather goods, and jewelry.

Fossil, a growing global company, serves customers in over 150 countries. Across the globe, its fans frequent our stores and engage with the brand through social media, identifying with the lifestyle and impeccable design that define our brand.

“The setting up of Fossil concept in the Kingdom reflects AYF’s ongoing commitment toward expansion and diversification. We have the full support of our stakeholders for maximizing our business potential for Fossil," says Mohammad Anwarul Haque, its GM for the Kingdom.

He added: "The company’s success lies in a deep understanding of customer needs & emerging market trends. Our team carefully selects the product portfolio for Fossil, to meet the varying demands of our customers. After all, our team is our most valuable asset and leading through quality is our primary objective.”