New World Fossil is a long-term plan that involves not just new products but new marketing plans and investments designed to raise the profile of display smartwatches and hybrids. The problem is that Fossil investors want a short-term fix, and there is none. On August 8, the company reported further disappointing sales and profit results. Sales were down 13% compared to the Q2 2016. Smartwatch sales were up, but they were offset by declines in sales of traditional watches, jewelry and leathers. The company forecast a full-year decline in sales of between 4.5% and 8.5%, its third consecutive fall. It also announced that its CFO was leaving the company. All of that drove the stock price down 25% the next day to $8.87. That’s a long way from its $83.75 price on April 24, 2015, when the Apple Watch went on sale. And farther still from its all-time peak of $138.30 in April 2012. On Monday, the stock closed at $9.02.