Smartwatchers are evolving beyond tech gadgets and into fashion statements.
In late January, software giant Hewlett-Packard teamed up with fashion designer Isaac Mizrahi to launch the latest entrant into the increasingly crowded wearables market. The HP-Mizrahi watch, however, aims to distinguish itself from its competitors: Unlike Apple or Pebble, the HP-engineered Mizrahi smartwatch places more of an emphasis on fashion rather than technology.
Although the Mizrahi watch's $249 price tag makes it cheaper than an AppleWatch, evidence suggests women aren't as enamored of wearables as men are. In a recent interview, Mizrahi explained why that wasn't necessarily a concern.
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"Smartwatches are meant to be unisex but there's nothing feminine about them," Mizrahi told CNBC. "This smartwatch is different from others out there because it looks like a very chic, classic watch. Women will love it."
Armed with a five-day battery life, the watch has the ability to receive electronic notifications such as texts, calls, and calendar alerts, and is paired with a mobile app. Mizrahi's smartwatch comes in either a gold or silver watch face framed by Swarovski crystals, and an option to interchange multi-colored strap bands—all part of the designer's strategy to emphasize fashion over function.
"In all of the smartwatches I've seen, there have been fashionable components," he said. "However, I think each time they've missed the woman who should wear my smartwatch. It's for the fashionable woman on the go who wants to be updated about everything she wants to know."