The Future Of Time
Don’t let its good looks fool you into thinking the smarts behind Armani’s touchscreen watch are skin deep. It has quite the brain to match, too
In June of this year, Giorgio Armani sent a Canadian singer-songwriter and social media phenomenon called Shawn Mendes down the catwalk of his SS18 Emporio Armani show. Dressed in a black satin bomber and one of the brand’s new smartwatches, Mendes looked equal parts high-fashion model and over-excited teenager. And that, of course, was the point. A 19-year-old with, at last count, 24.6 million Instagram followers, Mendes rose to fame after posting videos of his singing on the now defunct video loop platform Vine. His clicks-to-catwalk story is indicative of the way in which modern icons are created, and, in turn, makes his a canny wrist on which to launch a new generation of tech. Armani knows that, like Mendes, these watches represent the future.
In practice, that future is one in which your watch becomes a tool not just for telling the time but for improving your quality of life. All the tracking metrics you’d expect from a connected watch are on display here: steps counted, miles run, calories burned. That you can check the weather before you head out and change tracks when you need a musical boost is a nice touch.
Crucially, though, there is no compromise on design in a sector that tends to place functionality over form. Sleek and simple, as you’d expect from Armani, the touchscreen allows you to switch between watch faces as comfortably as scrolling through a social media feed. Meanwhile, back in the physical world, three easily interchangeable straps let you radically alter the look of the watch, should you wish to wear it to work, in the gym and out dinner on the same day. Which, of course, you absolutely should.
Mr Armani made his name by putting his unique spin on the traditional world of menswear. Now he’s done the same to smartwatches. We think it’s about time.