Diesel, a fashion brand owned by Fossil Group (you’ve probably heard of them), have entered the smartwatch market today with the launch of an Android Wear 2.0 device with activity tracking, smartphone notifications and wireless charging.
The Diesel On
The smartwatch, which is called the Diesel On, has a Qualcomm Snapdragon Wear 2100 processor and runs the latest version of Android Wear. It is compatible with Android and iOS devices via Bluetooth, and it has Wi-Fi so it can play music and use apps without having to use a smartphone as its source. It has a fully-round display, which is of the AMOLED variety, and it will launch with a variety of custom watch faces designed by Diesel.
An ‘Oversized’ Smartwatch
What sets the Diesel On apart from the crowd is its oversized case. Oversized watches (which usually have a case size of 47mm or more) are a Diesel trademark, but this is the first time such a large smartwatch has been made by the brand. For reference, the Diesel DT1002 Timeframes SS 17, a hybrid smartwatch, has a case size of 47mm, or 58mm if you include the enormous lugs. We expect the Diesel On to be of a similar size.
Styles, Pricing and Availability
The Diesel On will launch in five different oversized styles, with prices starting from $325 in the US. We expect those styles to include different straps, and different case finishes, such as brushed steel, polished steel and PVD black. The press images for the new Diesel On smartwatch show a black PVD case with a brown leather strap with black stitching, so this will likely be one of the options. In terms of availability, that hasn’t been confirmed although we expect the Diesel On to hit stores during the holiday season.
But Wait, there’s More…
The Fossil Group also announced today that they will be bringing to market an additional 300 smartwatches in 2017, which will comprise both hybrid and Android Wear devices. Brands to launch these include Diesel, Emporio Armani, and Fossil itself. A bold statement of intent, Fossil’s announcement is surprising (and incredible), since the Fossil Group already launched 40 new smartwatches last November.
This unprecedented new range of smartwatches will push Fossil’s market share up considerably, and no other fashion brand has invested so much, so it’ll be interesting to see how all this goes for them.