Marc Jacobs Introducing Hybrid Smartwatch
When one hears the noun smartwatch, it is typically “Apple”, if not “Samsung”, that comes to mind. Though the world of high-end apparel has dipped its toes in the land of wearable tech (see Hermès x Apple watch and Louis Vuitton’s Tambour Horizon for proof), the fashion industry at large still has some catching up to do when it comes to wristwear in the digital age. Marc Jacobs is amongst fashion’s few early adopters of haute tech, launching the Riley Hybrid smartwatch this week.
“I find technology hugely important to fashion. But I don’t know how to engage with it as much as I wish I did,” the American designer behind his eponymous brand says in a statement to press. As far as the watch’s tech-savvy features are concerned, it’s inclusive of a remote camera button, a find-your-phone ringer, auto updates, second time zone and activity-tracking functions.
Marc Jacobs is owned by French conglomerate LVMH, which generated revenues of €37.6 billion over the year 2016. The Marc Jacobs brand founder and creative director, is a former creative head of Louis Vuitton and Perry Ellis. During his tenure at the latter, Jacobs was widely credited for bringing grunge style into fashion.
The Riley Hybrid watch, which retails at $175, is available in four styles, equipped with multicolor flash crystal, rubber strap and aluminum nylon case. Marc Jacobs' foray into wearables, follows the house's already established line of traditional timepieces. At present, the brand is active across the segments of apparel, footwear, cosmetics and accessories.
In keeping with the digital theme, the campaign built around the smartwatch – which is available online at marcjacobs.com in addition to select boutiques and department stores – is high on influencer marketing. The fall ad campaign shot by David Hughes, features a crop of influencers, prancing around with the Marc Jacobs accessory. Cast members include YouTube beauty vlogger Amanda Steele, musician Alexis Jae, dancer Charisma Glasper, actress Ke’andra Samone, and editor slash professor Amy Sall.