Fossil Watch Gen 5 Smartwatch Julianna HR Ladies FTW6036. Fossil was the first American brand to bring value and style to the watch category transforming the concept of timekeeping from the merely functional to chic and stylish must haves for the wrist. Since then, Fossil has always been in the avant garde, whether in terms of technology, the choice of materials or design. A distinctive modern vintage design aesthetic defines the Fossil brand, fusing elements of vintage creative culture, Mid Century Modern design, and contemporary fashion.