Did You Know These Watch Brands Are Actually Made by the Same Company?
Michael Kors. Emporio Armani. Diesel. Burberry. Four completely different fashion houses, four completely different aesthetics — and yet, when it comes to their watches, they all come from the exact same place.
In This Guide
The Reveal: One Company, Five Brands
Fossil Group — the same company behind the Fossil watches you've probably seen in any mall in America — designs, manufactures, and distributes watches under license for a long list of major fashion names. Michael Kors, Emporio Armani, Diesel, Burberry, DKNY, Kate Spade, Armani Exchange, and more all have their timepieces built by the same parent company. The fashion house designs the look and puts its name on the dial; Fossil Group handles the actual watchmaking.
When you buy a Michael Kors watch, a Fossil Group engineer designed the movement inside it — even though "Fossil" appears nowhere on the watch itself.
Why Fashion Houses License Their Watches
This isn't unusual, and it isn't a red flag — it's simply how the fashion watch industry works. Building a serious watch manufacturing operation takes decades of engineering expertise that a fashion house like Burberry or Emporio Armani doesn't necessarily have in-house. Rather than build that from scratch, they license their name and design direction to a company that already does it well, at scale.
Fossil Group has been doing exactly this since the 1990s, and it's why watches from these very different brands often share similar case construction, movement types, and even some design DNA under the surface — while still looking, and feeling, distinctly like the brand whose name is on the dial.
Side-by-Side Comparison
| Watch | Brand Identity | Price |
|---|---|---|
| Michael Kors Lexington Chronograph | Bold, statement-piece fashion | $202.98 |
| Emporio Armani Gianni Chronograph | Refined Italian minimalism | $147.08 |
| Diesel Mega Chief Chronograph | Rugged, oversized, industrial | $201.62 |
| Burberry "The Britain" | British heritage, understated luxury | $528.82 |
| Fossil Sport Tourer Chronograph | Where the engineering comes from | $290.23 |
Michael Kors Lexington Chronograph, Navy Blue — MK8480
The Statement Piece
Michael Kors built its watch identity on bold, oversized cases and confident styling — this navy blue Lexington chronograph is a great example. It's designed to be noticed, which is exactly the brand's whole point.
Shop Michael KorsEmporio Armani Gianni Chronograph, Rose Gold — AR0398
The Refined Classic
Where Michael Kors goes bold, Emporio Armani leans into quiet Italian sophistication. The Gianni chronograph is understated and polished — proof that the same manufacturing group can still produce two completely different personalities.
Shop Emporio ArmaniDiesel Mega Chief Chronograph, Black PVD — DZ4283
The Bold One
At 51mm, the Mega Chief is exactly what it sounds like — an unapologetically oversized, industrial-look chronograph. Diesel's whole brand is built around this kind of rugged, maximalist styling.
Shop DieselBurberry Brit "The Britain," Maroon Dial — BBY1714
The Heritage Pick
Part of Burberry's "The Britain" collection, this piece leans into the brand's heritage identity — understated, classic, and built around a rich maroon dial and leather strap rather than flash.
Shop BurberryFossil Sport Tourer Chronograph — FS6045
Where It All Comes From
And here's the brand behind the brands. Fossil's own Sport Tourer chronograph shows the engineering foundation that Michael Kors, Emporio Armani, Diesel, and Burberry watches are all built on — clean, well-constructed, and genuinely well-made in its own right.
Shop FossilFrequently Asked Questions
Does this mean Michael Kors, Diesel, and Burberry watches are all the same?
No. While Fossil Group handles the manufacturing, each brand controls its own design direction, materials, and styling. A Diesel watch and a Burberry watch built by the same manufacturer can still look, feel, and perform very differently, since the fashion house dictates the design brief.
Is it a bad sign that a fashion brand doesn't make its own watches?
Not at all — this is standard practice across the fashion watch industry. Building precision watch manufacturing from scratch takes decades; licensing to an established manufacturer lets a fashion house focus on design and brand identity while ensuring the watch itself is well engineered.
Which other brands does Fossil Group make watches for?
Beyond Michael Kors, Emporio Armani, Diesel, and Burberry, Fossil Group has also held watch licenses for brands including DKNY, Kate Spade New York, Armani Exchange, Karl Lagerfeld, and Skagen, among others.
How do I pick between these if they're all made by the same company?
Pick based on design identity, not manufacturer — that's really the whole point. Michael Kors if you want a bold statement piece, Emporio Armani for refined minimalism, Diesel for an oversized industrial look, or Burberry for understated British heritage. The engineering foundation is shared; the personality is not.
Explore the Full Collection
Browse all five brands and find the personality that fits you.
Michael Kors Emporio Armani Diesel Burberry Fossil