THE RISE OF WEARABLE TECH
52 JEWELLERY FOCUS
Helios
‘‘
There’s clear
advantages
from the tech
company’s
side, it raises
their profile
and allows
them to fund
new projects
‘‘
map location to the wearer’s friends
at the press of a button allowing
them to discreetly call for help. The
Nimb ring works similarly with
a panic button that calls family,
friends, emergency services and the
Nimb community.
While there are companies
creating and coming out with
their own tech offerings,
alternatively existing luxury
brands are increasingly teaming
up with tech savvy companies
to try their hand in the market.
Marfe foresees this continuing to
happen in the industry, saying:
“We’ll see more collaborations
in the market but also more
jewellery and fashion companies
perhaps looking to develop this
technology in house. Or at least
perhaps acquiring a smaller tech
company in order to be able to
have access to this technology
themselves.”
HOW THE MARKET TURNED LUXURY
So far, we have seen the
Apple Watch collaborate with
Hermes for its luxury offering,
while the Michael Kors Access
smartwatch is Android compatible.
Marfe explains that while some
designer brands may not have the
“technological ability”, combining
their “marketing clout” with an
emerging or existing tech brand can
push the product further.
“There’s clear advantages from
the tech company’s side, it raises
their profile and allows them to
fund new projects. [For the luxury
brand] gives it a way to accelerate
the research for them, which means
they don’t have to employ guys
to do this for them. It also means
they’ll be able to steal some of the
market off their competitors.” He
adds, “It’s a comparatively low cost
way of doing these kinds of things.”
While collaborations may
currently be the preferred way
to release such products, Marfe
envisions that luxury brands will
soon take it upon themselves
to create luxury wearable tech
in-house, as the demand for it
grows. “I think we’ll see more
collaborations in the market but
also more jewellery and fashion
companies perhaps looking to
develop this technology in-house.
Or at least acquiring a smaller tech
company in order to be
able to have access to this
technology themselves.”
August 2017 | jewelleryfocus.co.uk