Gucci to enter the wearables market with

Gucci to enter the wearables market with

Time for some "fashion-ology"

Editor: Buro 24/7

Today, at the Baselworld press conference, luxury Italian fashion house Gucci and musician-turned-tech-visionary announced that they have partnered up to create a unique wearable… has unveiled an exciting new partnership with luxury Italian fashion house Gucci – specifically its timepieces division – to launch a new wearable, which is being referred to as a 'smartband' (pictured above). The Black Eyed Peas front man has dubbed the partnership a "fashion-ology" – a meeting of fashion and technology.

The new tech will stand alone from any current smartphone or mobile device and has the capabilities to send and receive sms and emails, play and store music, map usage, a calendar, track your fitness and it even contains a "sophisticated personal assistant", which is activated by voice command.

" and Gucci Timepieces are setting the pace with our vision for a wearable technology," announced today. "In developing together a device that is both fashionable and technologically advanced, we will create something that is unique in the marketplace. From the very start, I coined the term 'fashionology,' a merging of the worlds of fashion and technology, which is exactly what this collaboration with Gucci represents." 

Stéphane Linder, president and CEO of Gucci Timepieces added that through this unique collaboration, the Italian brand "is fully embracing the future of wearable technology that is now ahead of us, with the objective of launching a wearable device concept that is a fashion accessory, incorporating the most comprehensive and advanced technological functionalities."

Pricing details and launch dates are yet to be revealed – watch this space...