by John Russel Jones

Fossil has announced partnerships with two iconic, American brands — Maui and Sons, and Madrid Skateboards — paying homage to its own vintage roots. With both brands’ legacies spanning decades, the collaborations celebrate the heritage of both the skateboarding and surfing communities.

First introduced in 1980 in founder Jeff Yokoyama’s home of Maui, Maui and Sons was an instantly iconic action sports apparel brand and has continued to grow into a beloved staple across the beaches of SoCal ever since. Celebrating this rich history, the Maui and Sons x Fossil collection launches with two solar-powered watches made with more eco-friendly materials, both designs inspired by the brand’s mission to pair an active lifestyle with gratitude to nature. The Maui and Sons x Fossil FB-01 Solar-Powered Watch, based on our classic dive-inspired watch platform, is designed around the surf brand’s iconic ‘80s cookie logo — a nod to the Yokoyama family chocolate chip cookie recipe. The timepiece is crafted with a #tide ocean material case (42mm), rotating bezel and nylon straps, and components made with upcycled, ocean-bound plastic waste that is transformed into durable plastic reinforced with natural fiber.

The Maui and Sons x Fossil Solar-Powered Analog-Digital Watch also features a solar-powered rechargeable battery, as well as a case (42mm) and topring made with castor oil, and velcro recycled polyethylene tetraphyte (rPET) straps. The piece celebrates Maui and Sons’ core brand colors, including their surf-inspired rainbow gradient. Both timepieces in the collection feature an enamel-filled Maui and Sons cookie logo on the caseback and are packaged in a limited-edition Maui and Sons x Fossil collectible tin. The timepieces will be available for $150 (FB-01 Solar-Powered Watch) and $190 (Solar-Powered Analog-Digital Watch). The collection also includes a co-branded hat and long-sleeve t-shirt with artwork remastered exclusively for the Maui and Sons x Fossil collection.

Southern California skate icon Madrid has been making boards by hand since 1976. For the Madrid x Fossil collection, the brands have come together to build a limited-edition timepiece and exclusive skateboard echoing the ‘70s-inspired looks of Madrid’s classic skateboard decks. The Madrid x Fossil Neutra Chronograph Watch (44mm case) features a maple wood-veneer dial, black griptape-textured subeyes, chronograph function with 30-minute elapsed timer, and brown leather straps made with eco-leather. The limited-edition box set includes a branded bottle opener and a 1:8 scale fingerboard. The exclusive packaging, a unique maple veneer box, is decorated with matching griptape and a halftone dot pattern reminiscent of Madrid’s ‘80s-era graphics. Each set is outfitted with an individually numbered plaque and will launch for $280.

In addition to the timepiece box set, the two brands have also released a co-designed skateboard, available in a limited run of 250 boards in celebration of the partnership. The exclusive board is crafted by Madrid and features Fossil’s heritage graphics on the deck. The Madrid x Fossil Skateboard will be available for $174.

To mark the release of the collections, Fossil is also sharing its social channels with surf and skate athletes to showcase why they #LiveToSurf and #LiveToSkate — spotlighting their passion, values and how skateboarding or surfing is an integral part of their everyday lives.

The watches, apparel, and skateboard are available at,,, and select Fossil retail stores.