There is now a $950 Gucci edition of Oura Ring

Oura ring was one of the busiest instruments during the pandemic. Not just a spark strange sleep contest Between Gwyneth Paltrow and Kim Kardashian, but she has also appeared in The NBA’s COVID Prevention Plansand there have been many studies to see if wearable devices It can predict COVID-19. And now, there’s a Gucci version that costs $950.

The Gucci x Oura ring is made of “black synthetic corundum” detailed with a braided bezel and 18k Gucci G gold. It weighs four grams, and the bracelet is 0.3 inches thick. Other than the luxury design, this is basically the same as the $299 “normal” design Jill Ora Ring 3. The main advantage of the Gucci version is that it comes with a lifetime membership. Starting with the Gen 3 episode, Oura started charging a monthly fee of $6 for its services. (You can still use the ring without a subscription, but you are limited by the most basic of metrics.)

Oura ring itself is a specialized tracker. Unlike smartwatches and other wrist-based fitness trackers, its primary focus is on recovery and sleep. Users receive three scores per day for sleep, activity, and “readiness,” a measure of how well their bodies recover based on heart rate variability and other factors.

It might seem strange to launch a more luxurious version of what was already considered an expensive gadget, but it starts to make more sense when you look at our high profile customers and what other luxury brands have done in this space. Celebrities like Prince HarryAnd Jennifer AnistonAnd Diplo They were spotted wearing the gadget, as were several athletes and even former Twitter CEO, Jack Dorsey. (Also shown in a loop From HBO Max’s And like that… ). What do celebrities tend to like? Spending a ridiculous amount of money on luxury fashion brands, if any Pinterest board Dedicated to the looks on keeping up with the Kardashians is any indicator. Other luxury brands like Louis Vuitton and Montblanc have also dabbled in expensive Wear OS smartwatches that feature their signature styles.

Fashion has a certain stability in the wearable space. Since you have to physically wear these devices, the aesthetics ranks very high when customers decide which wearable to buy. But the heavy bet on wearables as a luxury item didn’t work out. The famous apple breast 18 karat gold edition $10,000 Apple Watch in 2015. It discontinued a year later. While celebrities have been craving this device, Apple’s widespread wearable success didn’t even make it so far from a sense of luxury to health and fitness.

Honestly, this collaboration is probably Oura and Gucci scratching each other’s backs. Gucci appears to be technologically savvy and future-oriented. Ora continues to take advantage of that “factor” that helped her get her $2.5 billion valuation in April after selling one million episodes. Just don’t expect to see anyone other than celebrities wearing this out in the wild.