The dapper device will debut in the U.K. next month
Hugo Boss is jumping into the smartwatch game.
The German fashion brand will release two colorways of its first-ever smartwatch—under the Boss Watches brand—this September.
The company didn’t return a request for comment, but the two men’s looks will initially be released in the United Kingdom exclusively, according to Wareable.com, which reported that they will sell for a cool £299 each (around $390 at press time).
Smart Classic watches from Boss Watches will be released in September in the U.K.
The watch style, dubbed the Smart Classic, merges classic, minimalist design with basic notifier and activity-tracking functionality.
The dapper device vibrates gently when a call, text, or email comes in from a list of preselected contacts, as chosen in the watches’ corresponding smartphone app. The watches also track activity/fitness through the app.
The watches were anticipated by wearable watchers—Boss Watches’ parent company, Movado, announced a partnership with Hewlett-Packard to release a spate of brand-name smart devices to market this year, under labels including Coach, Lacoste, Tommy Hilfiger, and Hugo Boss.
But, as Hugo Boss’ brand DNA spans several eras, no one was sure what a Boss smartwatch might look like. Would it be sporty and rugged? Formal and streamlined? A combination of the two?
Wisely, the brand went full-tilt classic in the looks department for its debut device. A decidedly smart move.
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