The health technology company, best known for its smart ring that tracks everything from general fitness to sleep patterns, has chosen Kering-owned Gucci for its first luxury fashion partnership.
It’s the wearable tech company’s latest effort to make its product resonate with fashion-conscious consumers, broadening its appeal. In 2020, Oura debuted a limited-edition yellow gold band, which retailed for $399. Currently, the smart accessory market is dominated by Apple, which has also harnessed the power of luxury brands to help fuel its cool factor (the tech giant has a long-term collaboration with Hermès on a co-branded special edition of the Apple Watch).
Retailing for $950, the Oura x Gucci ring is engraved with the Italian house’s signature interlocking G logo in 18k gold and tracks the wearer’s heart rate, respiratory rate, temperature and sleep. It is available to buy on the Gucci website and in some physical Gucci stores.
Learn more:
The quest to make wearable technology cool
Launching a yellow gold band, Silicon Valley favorite Oura wants its smart ring to be as stylish as it is functional. Lauren Sherman gives him a test drive.
Source: www.businessoffashion.com