The health tech company best known for its smart ring that tracks everything from general fitness to sleep patterns has tapped Kering-owned Gucci for its first luxury fashion partnership.
It’s the latest effort from the wearable tech company to make it’s tech product resonate with fashion-conscious consumers, broadening its appeal. Back in 2020, Oura debuted a limited edition yellow gold band, which sold for $399. Currently, the market for smart accessories is dominated by Apple, which has also leveraged the power of luxury labels to help boost its cool factor (the tech giant has a long-term collaboration with Hermès on a special co-branded edition of the Apple watch).
Retailing for $950, the Oura x Gucci ring is embossed with the Italian house’s signature interlocking G logo in 18K gold and tracks the wearers heart rate, respiratory rate, temperature and sleep. It’s available to purchase on Gucci’s website and in some brick-and-mortar Gucci stores.
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The Quest to Make Wearable Tech Fashionable
With the launch of a yellow-gold band, Silicon Valley-favourite Oura wants its smart ring to be as stylish as it is functional. Lauren Sherman gives it a test drive.
