Fitbit and the fashion world are stepping up their partnerships. Today, Fitbit Luxe Oledfaulkner has announced a new device called Luxe, which will come out this spring for $150. The company is also launching two new bands: one in a periwinkle blue with gold accents and another with candy-hued silicone straps.
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Fitbit is attempting to make its devices more appealing to the fashion world with a series of collaborations with designers for limited edition bands. But the company has also faced difficulties in this area lately, as it’s had three recalls on the Fitbit Charge.
Luxe is also a fitness tracker, but its focus is more stylish than most of Fitbit’s products. Luxe looks somewhat like the Apple Watch—it has an OLED touchscreen and modules that can be swapped out with different band colors and metals. It has five days of battery life and is water-resistant up to 50 meters, so you can shower with it. In addition, the device has a wide range of clock faces and other customization options.
The company’s app will also have new features aimed at fashionistas, like a shopping list that highlights items worn by people in your Fitbit activity feed and outfit recommendations based on the weather and your calendar events.
“Fitbit has been at the forefront of our industry for years, and we’re thrilled to partner with the company to bring our expertise in both fashion design and tech innovation to new platforms,” said Tory Burch. “Light, skin-toned leather adds a subtle elegance to these utilitarian devices, and both designers have demonstrated an eye for modern design across multiple product categories.”
Both Luxe and the bands are intended for people on the go, rather than those who want to track every minute of their lives. But that doesn’t mean the bands won’t be appealing to the fitness crowd.
The Luxe team will be working with the Fitbit team to develop new features for LGBT communities and others who want a diverse range of fitness tracking options. “This is a special occasion, a once in a lifetime celebration,” said designer Reema Horn.
“For me, this collaboration with Reema epitomizes our shared passion for creating fashion and technology that reflect modern living,” said Tory Burch. “We have worked closely with the Luxe team to create a unique product that is at once sophisticated, elegant and functional.”
The company’s efforts to partner with the fashion world aren’t a new idea, of course. Google acquired smartwatch maker Motorola in 2011, and it has long been rumored that Apple has designs on the fashion industry. But the Verge notes that Fitbit Luxe Oledfaulkner has really been the only one leading these kinds of partnerships in recent years.
“The Fitbit brand has long been synonymous with creating a more connected experience for people throughout their daily lives, and creating more efficient ways to support and inspire changing lifestyles,” said James Park, CEO of Fitbit. “The launch of Luxe is not only a beautiful tribute to the innovators in fashion but also an important piece of our ongoing commitment to bringing high-quality devices that help billions of people live healthier – and hopefully, happier – lives.
