Emporio Armani shows off its first touchscreen smartwatch at Milan Fashion Week

Luxury brand Emporio Armani’s first ever smartwatch will hit the stores on September 14th.

Announced earlier this year, the watch received the official launch date at the recent Milan Fashion Week. The Canadian singer and songwriter Shawn Mendes is the smartwatch ambassador.

The company entered the wearables market last year with a collection of hybrid smartwatches. This is, however, their first, fully featured, touchscreen timepiece.

Essential reading: Top hybrid smartwatches of 2017, the best of both worlds

The Emporio Armani Connected is compatible with Android phones and iPhone. It has a customizable watch face and eight interchangeable straps so you can customize it to match your look. The watch sports the Snapdragon Wear 2100 processor and has an AMOLED display. Apart from that, you can expect typical smartwatch functionality such as basic activity tracking, music control and notifications, Google Assistant access.

The brand is part of the wider Fossil Group which is planning on releasing more than 300 wearables this year. This will include watches across 14 brands such as Misfit, Diesel and Michael Kors. New Fossil Group brands entering the wearables space in 2017 include DKNY, Marc Jacobs, MICHELE, Relic and Tory Burch. Since launching its first smartwatch in Fall 2015, Fossil Group has brought to market more than 150 touchscreen smartwatches, hybrid smartwatches and activity trackers.

The new line-up will be available on Armani’s official website. No word on pricing yet but expect it to set you back anywhere between $200 and $375.

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