Hidden gem: Nike unveils more discreet FuelBand

One available style option for the new FuelBand is a rose gold-detailed band that is more easily disguised as regular jewellery, making it a more discreet piece of wearable technology. Technology retailers are increasingly looking to differentiate their products by adding an element of luxury. The latest iPhone 5S from Apple, for example, comes in gold.

Nike’s rose gold option costs just $20 (€15, £12) more, an affordable price for women who may not want the world to know they are monitoring their activity. For more on wearable technology that is designed for women, read our Fem Tech design direction.