ToryTrack Gigi touchscreen smartwatch

If there’s a takeaway from Tory Burch’s latest product, it might be that a classic never really goes out of style. But it can be refreshed with technology.

On Thursday, the fashion house revealed the ToryTrack Gigi Touchscreen Smartwatch, its first touch-friendly wearable based on its Gigi timepiece. The device brings an analog sensibility to digital tech — a fitting product debut for a brand that prides itself on being both classic and modern.

“I have always been fascinated by wearable technology, particularly when it’s discreetly built into product,” Tory Burch, chief executive officer and chief creative officer, told WWD. “The combination of cutting-edge tech and a classic, tomboy sensibility is my favorite aspect of the Gigi. It looks like an old-school timepiece.”

The ToryTrack Gigi touchscreen smartwatch in black.  Courtesy photo

The traditional styling belies the tech inside. Gigi’s digital makeover boasts all the features one might expect of a modern wearable device, including heart rate and fitness tracking, waterproofing, untethered GPS, all-day battery life, voice command courtesy of Google Assistant, smartphone alerts, music control, customizable dials and Near Field Communication support for Google Pay mobile payments from the wrist.

“We design pieces for the modern woman. Women today lead busier, fuller lives than ever. They need to be able to multitask on the go,” Burch said. “We want to make their lives easier while enabling them to express their personal style.” Among her favorite features is the ability to customize the look with different dial designs and colors and interchangeable straps. The watch will be available in gold tone, silver tone and black stainless steel. Customers can also choose straps, from rubber to grosgrain and leather.

Inside the watch, Google’s Wear OS acts as the brains of the operation, running the software and features. Qualcomm’s Snapdragon Wear 2100 SoC — system-on-a-chip processor — powers the performance.

The brand is no stranger to technology. Tory Burch offers traditional timepieces, as well as hybrid watches — a category of wearable tech that melds mechanical components with features like smartphone notifications and step counts.

tory burch smartwatch torytrack wearable

The ToryTrack Gigi touchscreen smartwatch in silver.  Courtesy photo

The focus on innovation speaks to the company’s roots.

“As a brand, we were early digital adopters. We launched with e-commerce, which was very unusual in 2004 — people told me no one would ever shop online — and we used social media, while it was still nascent, to connect with customers,” Burch said. “Today, technology is key in developing creative strategies for customer service and we are excited to see what is around the corner in product design. Our priority is developing products that will provide our customer with a transformational experience.”

As for the future, the new touchscreen watch won’t replace the hybrids. The company will continue to offer both, as well as the analog versions.

The ToryTrack Gigi Touchscreen Smartwatch starts at $395 and is available starting Thursday at Tory Burch boutiques, on and at select department stores.

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