Fossil Group advertising spend, FY2026

Fossil Group (FOSL) reported $88.7M of advertising expense for the fiscal year ended Jan 3, 2026. That is 8.8% of revenue of $1B.

Ad spend, FY2026
$88.7M
year ended Jan 3, 2026
Change vs prior year
n/a
vs FY2024
Share of revenue
8.8%
of $1B revenue
Rank by ad spend
#363
of 458 companies

Key facts

  • Ad spend is 63% below its FY2016 level ($238M); revenue is 67% lower.
  • The highest year on file is FY2016 at $238M; FY2026 is 63% below it.
  • Largest increase +82.8% in FY2011; largest cut -21.7% in FY2024.
  • Ad spend is 8.8% of revenue, up from 7.8% in FY2021.
  • Fossil Group spends more on advertising than 21% of the 458 US-listed companies tracked. Its ad-to-revenue ratio is 1.9x the median of 4.6%.

Ad spend by fiscal year

$0 $100M $200M $300M FY2010 (ended 2010-01-02): $85.6M FY2011 (ended 2011-12-31): $157M 2011 FY2012 (ended 2012-12-29): $185M FY2013 (ended 2013-12-28): $206M 2013 FY2015 (ended 2015-01-03): $233M FY2016 (ended 2016-12-31): $238M 2016 FY2017 (ended 2017-12-30): $207M FY2018 (ended 2018-12-29): $181M 2018 FY2019 (ended 2019-12-28): $171M FY2021 (ended 2021-01-02): $126M 2021 FY2022 (ended 2022-12-31): $155M FY2023 (ended 2023-12-30): $157M 2023 FY2024 (ended 2024-12-28): $123M FY2026 (ended 2026-01-03): $88.7M 2026 $88.7M

Ad spend as % of revenue

0% 5% 10% 15% FY2010 (ended 2010-01-02): 5.5% FY2011 (ended 2011-12-31): 6.1% 2011 FY2012 (ended 2012-12-29): 6.5% FY2013 (ended 2013-12-28): 6.3% 2013 FY2015 (ended 2015-01-03): 6.6% FY2016 (ended 2016-12-31): 7.8% 2016 FY2017 (ended 2017-12-30): 7.4% FY2018 (ended 2018-12-29): 7.1% 2018 FY2019 (ended 2019-12-28): 7.7% FY2021 (ended 2021-01-02): 7.8% 2021 FY2022 (ended 2022-12-31): 9.2% FY2023 (ended 2023-12-30): 11.1% 2023 FY2024 (ended 2024-12-28): 10.8% FY2026 (ended 2026-01-03): 8.8% 2026 8.8%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2026 Jan 3, 2026 $88.7M n/a $1B 8.8% AdvertisingExpense 10-K Mar 12, 2026
FY2024 Dec 28, 2024 $123M -21.7% $1.1B 10.8% AdvertisingExpense 10-K Mar 12, 2026
FY2023 Dec 30, 2023 $157M +1.7% $1.4B 11.1% AdvertisingExpense 10-K Mar 12, 2026
FY2022 Dec 31, 2022 $155M +22.4% $1.7B 9.2% AdvertisingExpense 10-K Mar 12, 2025
FY2021 Jan 2, 2021 $126M n/a $1.6B 7.8% AdvertisingExpense 10-K Mar 9, 2023
FY2019 Dec 28, 2019 $171M -5.5% $2.2B 7.7% AdvertisingExpense 10-K Mar 10, 2022
FY2018 Dec 29, 2018 $181M -12.6% $2.5B 7.1% AdvertisingExpense 10-K Mar 12, 2021
FY2017 Dec 30, 2017 $207M -13.1% $2.8B 7.4% AdvertisingExpense 10-K Feb 27, 2020
FY2016 Dec 31, 2016 $238M +2.4% $3B 7.8% AdvertisingExpense 10-K Feb 21, 2019
FY2015 Jan 3, 2015 $233M n/a $3.5B 6.6% AdvertisingExpense 10-K Mar 1, 2017
FY2013 Dec 28, 2013 $206M +11.1% $3.3B 6.3% AdvertisingExpense 10-K Feb 29, 2016
FY2012 Dec 29, 2012 $185M +18.3% $2.9B 6.5% AdvertisingExpense 10-K Feb 20, 2015
FY2011 Dec 31, 2011 $157M +82.8% $2.6B 6.1% AdvertisingExpense 10-K Feb 26, 2014
FY2010 Jan 2, 2010 $85.6M n/a $1.5B 5.5% AdvertisingExpense 10-K Feb 29, 2012

What the figure is

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Compared with similar spenders

The 6 companies closest to Fossil Group in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
360 American Coastal Insurance $90M 26.8% +119.5% FY2025
361 Alkermes $89.7M 6.1% -16.6% FY2025
362 Cbre Group $89M 0.2% +8.5% FY2025
363 Fossil Group $88.7M 8.8% n/a FY2026
364 Spectrum Brands $87.7M 3.1% -4.4% FY2025
365 Universal Technical Institute $87.5M 10.5% +13.3% FY2025
366 Carters $87.3M 3.0% n/a FY2026

Full ranking of 458 companies

Questions

How much does Fossil Group spend on advertising?

Fossil Group spent $88.7M on advertising in fiscal 2026, the year ended Jan 3, 2026, according to its 10-K filed Mar 12, 2026.

What percentage of revenue does Fossil Group spend on advertising?

8.8% of revenue in fiscal 2026 ($88.7M of $1B). The median across the 458 companies tracked is 4.6%.

How does Fossil Group rank by advertising spend?

#363 of 458 US-listed companies with $50M or more in ad spend, ranked on each company's latest fiscal year.

What does Fossil Group's advertising figure include?

Advertising costs as disclosed in the annual report (XBRL tag AdvertisingExpense).

Source

Filing
10-K for FY2026, filed Mar 12, 2026
Accession number
0000883569-26-000017
Company
Fossil Group, Inc., CIK 883569, SIC 3873 (Watches, Clocks, Clockwork Operated Devices/Parts)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Fossil Group advertising spend, FY2010-FY2026. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Mar 12, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/fossil-group/advertising-spend/
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