Rothko, I agree with Rob.
Fossil is a company started and based in Dallas, and produces many fashion items, including watches. They also make many other fashion watches under different branding.
They bought out Zodiac ( Swiss based) watches years ago, and for their price point seem to be very popular.
As for Shinola, they buy movements out of the Far East or from ETA, and are in the $500-$1000 price point I think. As I said, I agree with Rob. He will be proud of his Fossil and a great start to his passion of horology.