Fossil launches 7 new fashion-forward smartwatches, trackers
Fossil's Smart Analog Movement watches will launch later this year.
Image: Fossil
Fossil Group is hard at work delivering its tall-order promise of launching 100 connected devices by the end of this year across brands like Michael Kors, Armani and Tory Burch. Now, it's 7 devices closer to meeting that goal.
The parent company announced on Tuesday a series of fashion-forward activity trackers, smarter analog watches and slimmer Android Wear smartwatches as a part of its growing Fossil brand Q accessory lineup. As of now, it's easy to say Fossil Group is the watch luxury brand with the most aggressive plan to add smarter, fashionable options for customers to choose from this year.
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Based on photos alone, the Smart Analog Movement devices (pictured above) are some of the more attractive smart accessories we've seen — you'd never suspect it pairs with an app and monitors your daily activity. While pricing wasn't shared about the Smart Analog Movement watches, which connect to iPhones and Android devices via Bluetooth, they'll let users see calories, sleep, automatic time zone updates and a second time zone, within a small section of the the analog dial.
The company is also expanding its partnership with Google's Android Wear software with the introduction of its Q Marshal and Q Wander smartwatches, aimed to resemble more of a traditional-looking timepiece.
Both smartwatches ($275) come in two sizes — 44mm and 46mm -– and feature a touchscreen display, allowing users to tap for calendar and flight alerts and access other apps like Venmo, Tinder and Delta. While the models offer similar capabilities, the designs are slightly different: The Q Wander has a multi-finish case and interchangeable leather straps, and the Marshal touts a slightly rugged case and a navy blue option. Like its Q Founder predecessor, the smartwatches allow users to take phone calls, get alerts (such as calendar reminders) and respond to messages directly from the device. All devices, due out later this year, can work alongside both Android and iPhones and come with wireless chargers.
Although the Q Wander and Marshal — yes, that's one "l" — are more technologically advanced, the Motion is the most affordable option at $95 and still lets you get the basics (call notifications, texts, haptic vibrations and multi-color LED lights). It's a fitness tracker disguised as a bracelet, or at least that is the intention.
Mossil Q Motion trackers
It's also water resistant and doesn't require a charge, although you'll need to swap its coin cell batteries every six months, which could be a pain. It's certainly one of the most attractive fitness trackers we've seen, but that's not to say the Fitbit Alta doesn't give this some serious competition.
Sketches of the Fossil Q Motion devices
However, with each new iteration of accessories, Fossil is fine tuning the designs and it's clear its really starting to get the hang of it: There are more size options, sleeker body types and advanced customization with watch faces and bands.
"All our changes to date have been direct responses to customer feedback," Jill Elliott, Fossil's chief creative officer, told Mashable. "We've learned so much from our initial launch in connected accessories and know technology is a major disruptor in many industries right now, including fashion. But to successfully merge the two, we believe you need to have the fashion design expertise and focus on it first."
Last year, the company made a surprise move to acquire wearable brand Misfit for $260 million, bringing in the startup to lean on its wearable tech development to help fuel growth.
See also: Fossil debuts its first Android smartwatch and (beautiful) smart bracelets
Its latest devices join Fossil's existing Q line, which includes the Android Wear-based Q Founder smartwatch, the Q54 Pilot and the Q Grant (traditional analog-style watches) and two activity trackers: the Q Reveler and Q Dreamer.
It makes sense that brands like Fossil, TAG Heuer and Timex, who were once worried that the smartphone was phasing out traditional watches, would want to capitalize on the connected device trend. Watches are in again — and considering how watchmakers are the true experts in creating high-end fashion pieces that rake in millions of dollars in sales, it's a natural move for them, and others, to move into connected territory.
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Topics: Apps and Software, Fashion, fossil, Tech