Italian fashion monolith Gucci has jumped into the smartwatch fray. Except their product isn’t exactly a smartwatch. It is a wrist band, handcuff-type thingy that Black Eyed Peas member and technology extraordinaire will.i.am developed and launched to a hugely negative reception last October. But now with more bling.
Called the Puls, will.i.am’s brainchild is pegged as “a sophisticated personal assistant” that will enable its wearer to access his or her emails, maps, music, fitness tracking. The big draw here, according to its maker, is that the Puls can also make calls without any need for an accompanying smartphone. Although, it is only in the alternative universe of rappers and spy movies that one can envision talking to someone on your wrist.
The fact that Gucci has chosen to put it prestigious name behind something that has been met with such widespread derision in the tech world only goes to show how clueless luxury brands are when it comes to tech. Regardless, will.i.am says he’s excited to work with Gucci Timepieces on a wearable concept that doesn’t need to be paired with a smartphone. “I coined the term ‘fashionology,’ a merging of the worlds of fashion and technology, and that is exactly what this collaboration with Gucci represents,’ he said during the announcement.
Asked how the band would fare against rivals, Will.i.am stated, “It’s the dopest one.” Okay.
