Poor quality watch

I bought a fossil watch from the fossil outlet in woodmead retail park 9 months ago. The watch is rose gold and started peeling off and I went.back to the shop to enquire. They told me it's not covered by warranty but they admitted its not normal! They have been giving me the run around since and no one is helping. Everytime I go there they claim to be waiting for management to respond. It's been 4 weeks and nothing. Horrible service and quality of a watch!