Oura has teamed up with Gucci to produce the Gucci x Oura Ring, a special edition version of the Oura Ring that is painted black, laced with 18 karat gold and priced at $950 (about AU$1,300) and £820 in the UK. United.
Oura says the Gucci x Oura Ring is set to “provide all of Oura’s research technology, personalized guidance and insights into a new ring design, exquisitely crafted in Gucci’s legendary style.” In other words, it has all the functionality of Oura Generation 3 in a shiny new design, including its seven temperature sensors that measure biometric data 24 hours a day and its sophisticated sleep tracking features.
It doesn’t bring any new smart features or functionality; this is simply a version of the fitness tracker ring, which usually costs $299 (if you are in the UK or Australia it will cost you around £229 or AU$420 plus shipping to get one).
The Gucci x Oura ring is based on the Generation 3 black smart ring, embellished with 18 karat gold accents and an embossed gold logo of Gucci’s signature intertwined Gs. The final touch is the addition of $650 to the price.
This eye-watering price includes at least the Oura membership, which gives access to Oura’s full suite of health monitoring resources. All Oura Rings come with six months of free subscription, after which you have to pay $6.99 per month.
However, it has been reported that the membership included in the Gucci X Oura Ring is a lifetime membership; Oura hasn’t confirmed this yet, but if that’s the case, if you keep your ring for a decade or more, you’re practically saving money.
The Gucci x Oura ring is now on sale (opens in new tab).
Analysis: fashion and fitness collide
It had to happen at some point. First came the Fitbit Luxe, which repurposed the idea of a tracker into a slim pebble design lined with precious metals that could be attached to a wide variety of jewelry-inspired bracelets. Now, one of the luxury fashion giants, Gucci, has jumped on the bandwagon.
The Oura ring was already on the pricier side for fitness trackers, although it is very good. With people becoming more and more health-conscious, we’re likely to see more health tech collaborations like this one, especially if these limited editions sell like hotcakes.
The big question is, what comes next? Barbour x Garmin maybe – an all-weather smartwatch for the great outdoors. Or maybe Supreme x Fitbit Sense, through which hypebeasts can monitor their heart rate as they stand in line waiting for the high-end fashion store to open.