Fossil has announced it will stop making smartwatches as it looks to double down on investment in its “core segments.”

For those unfamiliar, Fossil has been producing Wear OS smartwatches in addition to its usual watches for a while, and was one of the first few OEMs to launch the first Android Wear watches.

“As the smartwatch space has evolved significantly over the past few years, we have made the decision to exit the smartwatch business,” Fossil CEO Jeff Boyer said in a statement shared with The Verge strategic decision.”

“brand name.”

The Verge also notes that Fossil’s Gen 6 watches will be its last smartwatches, but that doesn’t mean the company will abandon them. Boyer said Fossil will continue to support Wear OS watches in the coming years. Additionally, the watchmaker failed to launch the Qualcomm W5 Plus-powered Gen 7 last year, but the launch never materialized. Its eventual decision to exit the smartwatch market could be the reason.

In addition, we have recently seen Google and Samsung increase their investment in Pixel and Galaxy smartwatches respectively. This will only lead to more competition in the Wear OS smartwatch category.