Accessories brand Fossil is hoping to fully permeate the wearables realm with a new line of hybrid smartwatches that merge fashion with smart connectivity, enabling wearers to leverage features such as sleep monitoring and activity tracking.

Fossil?s new smartwatches are compatible with iOS and Android devices and can be used in conjunction with the brand?s Fossil Q mobile application. The new line takes consumers? desire for trendier smartwatches into account, suggesting that fashion marketers may be among the best-suited companies to foray into the wearables market.

?Smartwatches offer a unique, always-on channel for retail and accessories marketers,? said Jon Burg, head of product marketing at AppsFlyer. ?Often, the first step for marketers looking to test the smartwatch waters is to extend their existing mobile app push notifications to the smartwatch.

?Increasingly, savvy marketers are looking beyond the basics to offer compelling, on-the-go, valuable brand experiences through dedicated smartwatch apps,? he said. ?The next generation of marketers however, are moving beyond apps for smartwatches and building wearable brand platforms.

?Whether these are mobile/wearable software platforms such as MyFitnessPal by UnderArmour, or co-branded hardware like the Hermes Apple Watch, wearables offer marketers the opportunity to provide new user value, as well as opportunities for personal expression.?

Digging up smart connectivity
The Fossil Q line of smartwatches had added four new hybrid models to its collection. The Q Gazer, Q Tailor, Q Nate and Q Crewmaster watches merge technology with the look of a traditional timepiece, enabling wearers to simultaneously stay connected and show off their fashion style.

Each new smartwatch mimics a traditional watch model, but is also equipped with smart connectivity technology. The watches? capabilities include activity tracking, sleep monitoring, Bluetooth wireless compatibility, custom goal setting and filtered notifications with dial animations and vibrations.

They also boast Q Link features ? such as ringing a smartphone, taking a photo and controlling a music playlist ? that are controllable by the bottom pusher.

The smartwatches contain a six-month battery life and are compatible with Android and iOS smartphones.

Additionally, fitness enthusiasts can link the smartwatches to mobile applications such as Up by Jawbone, Google Fit, Apple Health and UA Record by Under Armour.

Therefore, wearers will be able to track their steps and calorie intake, set alarms, compare times in various time zones and locate their smartphones, all from the timepieces.

The new smartwatches, which start at $175, will be available for pre-order beginning on September 14 and available in Fossil?s bricks-and-mortar locations and online site starting September 26.

Forward-thinking mobile innovations
The Q Gazer, Q Tailor, Q Nate and Q Crewmaster smartwatches are not Fossil?s first foray into wearables.

Last year, the accessories brand angled 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 (see story).

Similar accessories marketers may want to follow in Fossil?s footsteps when it comes to merging fashion with smart connectivity.

?In a world where Internet of Things and wearables are quickly emerging, accessories brands and retail marketers should be thinking seriously about how these platforms can impact their customer relationships, brand value and sales,? Mr. Burg said.

?That said, marketers would be advised to define clear KPIs for any innovation initiatives. By monitoring their attribution and performance analytics, marketers can learn how users arrive and how they engage with apps on various devices.?

Fossil also recently forged a more personal and streamlined in-store experience with a mobile point-of-sale system that employees can access on a variety of devices (see story).

The brand is promoting its new Fossil Q smartwatches by posting enticing imagery on its Instagram account and inviting users to click the link in its bio to learn more about the technology embedded within the devices.

?Fossil has a rich history and strong brand recognition, and the decision to offer Fossil branded smartwatches was a bold move,? Mr. Burg said. ?This could help attract a new generation of customers who do not currently wear watches but are attracted to technology and Fossil's design, while offering a Fossil-designed smartwatch option to their existing customer base.

?As a companion app, the Fossil Q app offers much of the value users expect from their smartwatches and from Fossil. Striking the right balance between utility (e.g. step counting) and personal expression (e.g. watch faces) is a great starting point, and bodes well for the continued development and evolution of their products, platform and data-driven marketing opportunities.?