Wearable Devices as Fashion Items

Just after 11 AM on March 19th, a charismatic, globally renowned musician stood on a special stage set up in front of the Gucci booth at "Baselworld 2015." It was will.i.am. In addition to being a rapper, he is also the founder of the IT venture company "i.am+" (I Am Plus). Beside him were Marco Bizzarri, who had been appointed President & CEO of Gucci, and Stéphane Linder, the former TAG Heuer CEO who had just become President & CEO of Gucci Timepieces & Jewelry.



At this press conference, which was decided on short notice and attended by group top executives, Stéphane Linder explained the purpose of the collaboration with "i.am+" and will.i.am: "to develop wearable devices equipped with all the latest functions, which can also serve as fashion items."

Will stated, "The wearable devices we are developing embody the 'fashionology' concept of "i.am+" that fuses fashion and technology. Under the vision of non-connected wearables, we aim to create devices that are both fashionable and technologically cutting-edge." Until now, no smartwatch has ever put fashion as a development theme to this extent, not even since the dawn of smartwatches in the 1980s. This is likely a first in history.

Looking back at smartwatches so far, the focus has often been on "convenient functions" that change daily life. However, Gucci believed that in addition to functionality that makes one want to wear it, fashion appeal is also necessary.

With its advanced and smart technological capabilities, Gucci's new challenge, centered on fashion, will undoubtedly leverage the exquisite taste of a top-tier fashion house to effortlessly overcome this "wall" that no one has yet breached, making its digital watch collection, the "i-Gucci Collection," an object of desire for both men and women.

Page.02Non-Connected = A Smartphone Watch

Non-Connected = A Smartphone Watch

Beyond pursuing the "appeal as a fashion item" that everyone desires, the Gucci Timepieces smartwatch is set to feature functions that fundamentally differ from other smartwatches in its basic concept.

That difference is being "non-connected." This means all its diverse functions can be used independently, without linking to a smartphone. According to the official press release, planned functions include making and receiving voice calls, sending and receiving text messages and emails, music playback, map search, calendar, fitness tracking, and an advanced personal assistant function via voice input. In essence, it aims to be a smartphone in watch form, with a SIM (UIM) card for communication built into the watch itself.

Currently, this non-connected smartwatch (i.e., a smartphone watch) is not the mainstream in the smartwatch market. The "i.am/PULS (PULS Smartband)" worn by will.i.am at the press conference and showcased by i.am+ online (http://will.i.am) also promotes this concept in its promotional video.

From a fashion item perspective, a device that can perform all functions independently is smarter than one that requires a smartphone connection. However, the challenge lies in integrating multi-functionality and style at a high level within the physical constraints of a smaller display than a smartphone. We can anticipate new styles and proposals that leverage the unique sense of a fashion maison, and from this perspective as well, we will be watching with interest to see what kind of products emerge.