Accessories brand Fossil is trying for a piece of the wearable pie with a series of smartwatches and fitness trackers targeting consumers interested in more fashionable tech wear and directly competing against brands such as Tory Burch. 

While wearable technology such as Fitbit, Jawbone and smartwatches have become mainstream amongst consumers interested in tracking their health, many designers and clothing brands are looking to leverage their popularity but with a more fashionable look, which was originally lacking. Fossil will be launching a variety of new connected accessories for men and women, targeting those looking to find methods around the unattractive tech look.

"We have started seeing more brands break into the wearables space and with Fossil now being one of them, we are only going continue to see more and more," said Ashley McGregor-Dey, senior manager of social and content at Emarsys. "The technology is only getting smarter and now they are getting more chic as well."

The tech watches will be available in display and non-display while the bracelets will have two separate models for men and women. Users of Andriod and iPhone 5 and new models will be able to connect their devices to the fashionable tech devices. 

The brand partnered with Intel to power the technology behind the devices. The collection, named Fossil Q, keeps track of walking/running mileage, heart rate, calories and other fitness data as well as notifications from noted friends and applications such as texts, social media, email and push. 

Fossil has developed an app to coincide with the devices but users can continue to use their existing fitness apps as well such as Google Fit, Health, Jawbone?s UP and UA Record by Under Armour. The devices will also serve content that will incite users to try something new in their community or fitness. 

Owners of a Fossil Q device can switch out the wristbands to match their outfit and change the LED notification lights to their preference. 

The brand is launching the devices ahead of the holiday season, to ensure high sales rate. 

Digital agency executives at the Mobile Marketing Summit: Wearables and Holiday Focus 2015 debated the likelihood of higher adoption rates for wearables during the upcoming holiday season, when prices will begin dropping and consumers will be searching for ways to complement their omnipresent smartphones (see more). 

Similarly, Ralph Lauren entered the wearable tech competition, with the launch of a fitness technology shirt paired with a mobile application to coincide with its athletic apparel promotion, steepening the challenge for physical tracking technology brands (see more). 


Final take
Brielle Jaekel is editorial assistant at Mobile Marketer