Emporio Armani is making a new Wear OS Smartwatch

Over the last couple of years, luxury brands have tried to get into the smartwatch market. They’ve pitched their products as a lifestyle watch with smart features rather than a tech-filled wearable for technology aficionados. A new smartwatch from Armani is trying to tap into that exact market.

Armani isn’t completely new to the smartwatch market, however. Previously they have made smartwatches priced at around the same as an Apple Watch, but with no touchscreen and not enough smart features. They still connected to your smartwatch and ran Android based software but the lack of a touchscreen left many feeling it’s a more expensive Android smartwatch with less features. Needless to say, they didn’t sell very well.

Emporio Armani are now focusing more on the fashion and lifestyle side of their brand, and the new generation of connected watches with touchscreens they have announced this week are sleeker, smaller and arguably more fashionably. Each of the watches will have a 1.19-inch AMOLED display and will unfortunately be powered by the dated Snapdragon 2100 chip that’s been around since 2016.

As mentioned, they’re made to look less like a gadget and they are more refined than before with an analogue look with stainless steel bands. However, they now include features like Google Assistant and Google Pay capabilities, heart rate tracking, water resistance, and a built-in GPS sensor for fitness tracking.

They will cost between $295 and $395, and will arrive in stores worldwide in September. They come in silver, rose gold, blue, and two shades of black.