Armani was one of the first Italian couturiers to diversify into watchmaking, catching the first wave of 'fashionism'. He also surprised everyone, who expected him to be in the luxury end of the market. Instead, he concluded a licensing agreement with the American company Fossil to launch a 'vintage' type collection, sold at very affordable prices. From the beginning, the watches signed Emporio Armani have followed the major trends that made the success of the second clothing line of the Milanese stylist. Resisting the pressure to move upmarket, Armani has not deviated from this strategy, which has been amply rewarded in today's economic slump. Armani watches benefit from Fossil's large distribution network as well as from sales in the Emporio Armani boutiques established in market around the world.