by 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 18K gold and priced at $950 (about AU$1,300) and £820 in the UK.
Oura says the Gucci x Oura Ring is set to “deliver all of Oura’s research-grade technology, personal guidance and insights in a new ring design, beautifully crafted with Gucci’s legendary style”. In other words, it has all the functionalities of the Oura Generation 3 in a shiny new design, including the seven temperature sensors that measure biometric data 24 hours a day, and the advanced sleep tracking capabilities.
It does not bring any new smart features or functionality; this is just a bling-up version of the fitness tracker ring, which usually costs $299 (if you’re in the UK or Australia it will cost you around £229 or AU$420, plus postage, to get one).
The Gucci x Oura Ring is based on the black Generation 3 smart ring, embellished with 18K gold trim and an embossed gold logo of Gucci’s signature interlocking G’s. The final finishing touch is the $650 addition to the price tag.
That eye-watering price tag at least includes Oura membership, which gives you access to Oura’s full suite of health-monitoring features. All Oura Rings come with six months of free membership, after which you have to pay $6.99 each month.
However, it has been reported that the Gucci X Oura Ring membership is a lifetime membership; Oura has yet to confirm this, but if so, you’ll be practically saving money if you keep your ring on for a decade or so.
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 in a sleek, pebble design clad in precious metals that can be attached to a wide variety of jewelry-inspired bracelet bands. Now one of the giants of luxury fashion, Gucci, has stepped into action.
The Oura ring was already on the pricier side for fitness trackers, even though it’s very good. As people become more health-conscious, we’re likely to see more health technology collaborations like this one, especially if these limited editions are selling like hot cakes.
The big question is, what now? Barbour x Garmin perhaps – an all-weather smartwatch for the outdoors. Or maybe Supreme x Fitbit Sense, which allows hypebeasts to track their heart rate while waiting in line for the high-end fashion store to open.
