Unhappy customer

I purchased a Fossil watch from Sterns. A few months later, the watch fell down from the couch and the time zone rings inside the watch came loose. I then took the watch in for repairs, this was in December. When the watch came back in January the seconds arm was bent. Upon making them aware of this glitch, they insisted on sending it back for service repairs plus an installation of a battery since none of the batteries i tried installing were compatible. I then asked for the contact details for head office in Cape Town and was told they don't use telephones, only e-mails. I found this to be very bizarre but upon requesting the e-mail, the assistant manager pulled out the file and there was the telephone number right there next to the e-mail address. I then called head office and spoke to the guy in charge, who sounded very reluctant to assist me. Now the watch is in for repairs for the third time and apparently the workshop is going to extract and take apart the entire top part of the watch, wait for spare parts then send it back to me. If this were an old watch, i probably wouldn't mind, but the watch is still new. If this is the kind of quality I thought I was paying for, then i'm painfully disappointed? The question then begs, does Fossil manufacture watches of inferior quality which they themselves cannot repair? Do they even know what they're doing, or are the repair workshops also of inferior quality? All I know is, I'm never buying anything from Sterns ever again, or anything Fossil for that matter. I feel taken advantage of and disrespected as a customer. And I still don't have my watch to date, its been close to 4 months.