Oura, which is known for its wellness rings that track heart rate, sleep patterns and can even predict people’s periods, describes the ring as ‘exquisitely crafted with Gucci’s legendary style’. The partnership represents the premiumisation of the Oura Generation 3 wearable, with a price tag of £820 ($1,000, €945) for the Gucci x Oura Ring special-edition design.
Featuring the Italian fashion house’s interlocking G monogram and a delicate, braided trim in 18ct gold, the design is said to bring fashion and function even closer together. A supporting campaign with the tagline ‘a journey of self-discovery’, features a young woman busy with daily activities, including a workout and a night out, all the while able to track and analyse insights from her day.
This collaboration demonstrates how luxury and jewellery companies can begin to think differently about wearable technology not as a foreign category but one that, through unexpected collaboration, can deliver a new product category for an ever-more health-conscious customer.
Consider the types of data and insights that can be gleaned from wearable technology to help inform brands about customers’ lifestyles and routines