Oura debuted its collab with fashion house Gucci.
What it is: It’s Oura’s latest Gen3 ring with a Gucci-designed veneer. Featuring Gucci’s signature interlocking G emblem in 18k gold, two braided torchons, and black titanium band, the $950 ring is as much status-signaling as it is sleep-tracking.
Expensive, yes, but there’s a bigger trend behind the bling.
Cool vs. Invisible
In a Twitter thread, WHOOP CEO Will Ahmed spoke to the importance of “24/7 wearability” for truly effective health monitoring and optimization. For a wearable, he said, that means being either “cool” or “invisible.”
Invisibility speaks to friction created by bulky, always-on fitness devices. Answering the call, in Issue No. 166, we covered the countless startups creating wearable devices designed to blend in.
High-Performance x High-Class
On the other side of the spectrum, at times, smartwatches come off in the name of fashion and formality.
Bringing high-end design to high-performance lifestyle, health wearables are getting an upgrade.
- Premium Swiss watchmaker TAG Heuer, which just released its latest smartwatch in February, says its connected sales are growing faster than its traditional watches.
- In early May, French wearable company Withings debuted its ScanWatch Horizon, a diver-style face with sleep tracking, fitness tracking, and ECG and SPO2 sensors.
- Garmin is expected to drop new generations of its luxury MARQ series this year, including sailing, golfing, athlete, and aviator specialties.
Styling band only, Fitbit x gorjana, Apple x Hermès, and WHOOP’s 74K forms of customization provide a similar taste.
Looking ahead: A biometric Gucci piece isn’t for everyone. But, appealing to high-flying health optimizers by positioning itself as a premium brand, Oura is betting that the collab will pay off.