Fashion brands continue investing in smartwatches

Can high fashion translate its brand power into tech profits?


Every year seems like it will be the year of the smartwatch. We’re still undecided whether 2017 is that year, though we’re certain it’s the year of fashion brands exploring the wearable world. Fossil, Guess and many other fashion brands have been making forays into the smartwatch world for some time now. The @AndroidWear Twitter handle teased new smartwatches from Hugo Boss, Fossil and Tommy Hilfiger out of Baselworld 2017.

Hugo Boss

These Hugo Boss smartwatches capture the brands signature black and white tones

The German luxury fashion house’s first foray into smartwatches comes in the form of the Hugo Boss Touch. A sleek pair of watches are teased in the brand’s signature black and white style. Hugo Boss continues in the vein of many high fashion brands dipping their toes into wearables to attract the younger, more affluent millennial crowd.


Younger, outdoorsy types will appreciate the aesthetic of Fossils offering

Fossil’s latest launch includes the Q Venture and the Q Explorist. Fossil emphasises its particular design aesthetic with these two models. The brand’s usual target audience, outdoorsy-types, will appreciate what they see here. We don’t know much for now apart for the leather strap and metallic strap variations.

Tommy Hilfiger

Americana rules supreme on these devices from Tommy

Tommy Hilfiger’s TH24/7 You is the sequel to last year’s TH24/7. We are treated to two metallic devices with Tommy Hilfiger’s colours and logo brandished over both watch faces. Of the three, this pair looks the least exciting.

None of these announcements have come with any indication on specs or price. Will fashion brands be able to succeed where tech brands have struggled? We’ll be waiting to see how the details of these devices shape out and will keep you updated.