Italian luxury house Gucci and Finland-based wellness company Oura have partnered on a luxury version of the brand’s smart ring that tracks health data.
“Heritage reinterpreted,” Gucci x Oura is a tribute to Gucci’s origins in sports and leisure and Oura’s position as a premium, innovative health platform,” the company says.
“Linking the worlds of luxury and technology through a sleek 4-gram ring, Gucci x Oura is about life as much as it is about lifestyle,” Gucci said on its website of the new collaboration, “celebrating individuality from the inside out.” The smart ring features the House’s Interlocking G logo framed by a gold braided trim.
“Once placed on the finger, every minute of every day becomes an opportunity to better understand the self as the ring translates the body’s hidden signals in the Oura App. A dialogue between mind and body is thus sparked, gradually revealing a full expression of the self,” Gucci says.
The new smart ring features Oura’s Generation 3 Technology that uses sensors to track key health metrics including heart rate, body temperature, and sleep cycles.
The Gucci version doesn’t include any extra health metrics than Oura’s other rings, but it brings 18-karat gold and the brand’s luxury logo to Oura’s black PVD-coated titanium—in the first partnership of its kind for both brands.
“The vision of both brands is brought to life in a dynamic campaign that showcases the ring’s highly personalized and responsive capability through a playful time-loop storyline expressed through photographic stills and a video with the tagline, ‘A journey of self-discovery,'” the companies said in a joint statement. “The narrative follows a central character’s fast-paced daily routine and highlights how she maximizes her day with the ring and app’s guidance.”
The ring, which runs $950 with the Gucci makeover and $300 without, comes with a lifetime membership to Oura’s daily health metrics, personalized recommendations, and a library of about 50 guided meditations.
A leader in the modern health and wellness category, Oura’s ring pairs with the brand’s app where users can access their daily health data and access recommendations to combat stress and improve overall health. According to Oura, the ring’s sensors are stronger than wrist-based devices such as Fitbit.
Introducing a campaign video on its site, Gucci says that from a peaceful night’s sleep to a quickened pulse at a late-night liaison, “the ring with the Oura App analyzes the protagonist’s health data to propose science-backed content, empowering her to unlock her greatest potential.”
The partnership is the first for both brands, but not the first in the wellness space. It builds on trends set by popular wrist device Fitbit, which partnered with designer Tory Burch, and Apple, which partnered with French luxury house Hermès on its watch.
High-profile wellness collabs extend far beyond wearable devices. Katy Perry recently launched De Soi, a nonalcoholic aperitif, and Bella Hadid came on as co-founder of Kin Euphorics, another nonalcoholic mood-supporting beverage brand. Brad Pitt also partnered up with an organic sparkling tea company, Enroot.
The new Gucci x Oura collab is available via the Gucci website.
