SWAROVSKI Joins Competition In Smart Accessories Market

SWAROVSKI SWAROVSKI recently launched a new wearable product SHINE COLLECTION. The new series is launched by SWAROVSKI and Misfit, a well-known wearable device design and manufacturing technology company in the United States. The new product will induct the chip into SWAROVSKI crystal, which can track the wearer's route track, movement consumption and sleep data. This series has 9 products, including watch strap, bracelet, necklace pendant. The price ranges from $69 to $249. At present, all products can be booked on the official website of Misfit, and will start in some stores in the US and China by the end of March.

Joan Ng, senior vice president and project leader of SWAROVSKI Asia Pacific product marketing, said: "according to our observation of high-tech market, it is now the ideal time to inject aesthetic ideas into practical products and make them into fashion accessories."

Since last year, Apple Corp announced that it will launch iWatch at the beginning of this year, and then LVMH group will launch smart watches in July this year. Wearable devices have created great waves in the fashion market. For the LVMH group, the power wearable device smart watch is a strategic adjustment for the continued weak watch department to revitalize its performance. And SWAROVSKI's layout of smart equipment will mean a change in traditional fashion jewelry brands.

　　 SWAROVSKI Vila Liu, director of public relations advertising at Crystal boutique, told the Beijing Commercial Daily that SWAROVSKI's involvement in wearable devices is a strategic cooperation with Misfit, a technology company. "Initially, our cooperation with Misfit started with the renovation of its health monitor. Both sides wanted to turn it into a SWAROVSKI crystal flip. Today, this plan has developed into the SHINE COLLECTION series. SWAROVSKI will build wearable jewelry in the future. This is a plan we value very much. "

In the jewelry industry, growth is generally slowing down. achievement In the declining environment, we pioneered cooperation with technology companies in developing new product lines, or seeking breakthroughs in brands, and occupying intelligence in the future. Accessories Active selection of competitive advantages in the field. Local jewelry brands, as of the end of November last year, Hongkong's three largest jewellery brands Zhou Dafu, Liu Fu and Xie Ruilin have revealed that the turnover is 22.4%, 25.1%, 14.6% lower than the same period of the previous year. Rival luxury jewelry brand BVLGARI Bvlgari, also in the LVMH group's jewelry watch Department March 2014 division big move, the group independent jewelry department as a key brand operation. The Swiss wrist watch jewelry brand, Cartire, also appeared in the mainland for the first time in the first half of fiscal year 2013/2014, which made the jewelry market more serious and the competition more intense.

Under such circumstances, SWAROVSKI wearable device series will be selected at the end of March in the physical stores in China and the United States, showing its importance to the Chinese market. Vila Liu said that the launch of the entity store will take place in about 30 domestic boutique stores in the second tier cities, and then will be gradually extended to other countries.

It is reported that in the US lax Garth just concluded the international consumer electronics technology exhibition CES, SWAROVSKI and Misfit cooperation wearable series products also appeared. Insiders revealed that consumers had a strong response to wearable devices on display. Many consumers also told the Beijing Commercial Daily reporter that SWAROVSKI's products are reasonable and they are willing to consider buying.