The Future of Smartwatches in the Luxury Segment

February 19, 2024
Natalie Thorburn

The smartwatch revolution has brought new ways of tracking time, staying in touch with friends and enhancing health. In the luxury segment, some brands are bringing refined designs and bespoke features to the wearable tech space.

Smartwatches simplify phone usage by displaying notifications like calls, messages and emails on your wrist. Some also have voice assistants that can help you do things hands-free.


The luxury watch market is booming, thanks to a rise in affluent individuals worldwide, a growing trend of customization and personalization, and the perception that high-end wristwatches are status symbols. The market is also facing a challenge from smartwatches, which offer advanced health-monitoring features and mobile payment functionality. Fortunately, traditional luxury watchmakers are adapting to the challenge by offering smartwatches that combine fashion with technology.

Many of these smartwatches are crafted from premium materials and feature sophisticated designs that appeal to both tech aficionados and traditional watch enthusiasts. For example, Louis Vuitton’s Tambour Horizon line includes customizable watch faces and band options, while the Montblanc Summit offers a range of smart functions, including GPS tracking, heart-rate monitoring, and mobile payments. Moreover, these devices often provide socially responsible functionality, such as tracking fitness goals and supporting mental wellness.

But despite their stylish looks and advanced features, many of these smartwatches still feel like gizmos that will soon be obsolete. Most of them use lithium-ion batteries that degrade within a few years, and most lack software updates after four or five years. This makes them less appealing than durable watches that can be passed on to future generations.

As a result, the luxury segment of the wearables market has been dominated by high-end tech companies such as Apple (AAPL), Samsung, and Fitbit. In addition, many high-end jewelry and watchmakers have failed to make an impact in the smartwatch market, including Vertu that targeted a luxury brand position with its eponymous smartphone. In the end, it seems that luxury consumers don’t prioritize state-of-the-art technologies inside digital products — instead, they go after price, usability, and usage value.


Despite the burgeoning popularity of digital devices, a lot of people still prefer to own a watch that ticks and shows the time. While mechanical timepieces are the way to go for those who want to invest in a lasting, high-quality watch, even top-tier brands like Patek Philippe, Montblanc, and Louis Vuitton have embraced technology by offering smartwatches that merge luxury aesthetics with the latest features.

Luxury smartwatches typically feature a variety of customizable options, from watch faces to straps. They can also be integrated with bespoke apps and other features, such as fitness and health tracking capabilities. These features can help consumers stay healthy, manage stress, and improve productivity. They also allow brands to connect with consumers and provide personalized content that caters to their needs.

These luxury smartwatches are designed to be compatible with a variety of devices, from smartphones to home systems. They can serve as a control hub for all these devices, making them easy to use and providing a seamless user experience. They also feature security and privacy features, such as biometric authentication and encrypted data storage. These are important aspects to consider if you plan on buying a luxury smartwatch, as they can protect your information and ensure that your data stays safe.

In the world of luxury, brand prestige plays a major role in consumer perception. These brands are known for their quality materials, exotic craftsmanship, and refined designs. As a result, their watches are often seen as symbols of status and wealth. As a result, these brands are confident that they can compete with the oncoming disruption from Apple Watch in the luxury segment. However, they have a few concerns.


Unlike traditional watches, which are designed for specific needs and do not compete with products such as smartphones or computers, smartwatches are packed with multi-functional technology that is constantly being updated. As a result, consumers tend to expect certain functions as standard features rather than optional extras. This could cause luxury brands to struggle if they are unable to differentiate their devices from other mass-produced models.

Many of the luxury watch brands have already ventured into the realm of connected timepieces. One of the most notable examples is Louis Vuitton’s Tambour Horizon Light Up, which combines fashion-forward design with high-tech functionality. The device’s most distinctive feature is its 24-branded LEDs that line the curved edge of the display and glow when users receive notifications. The watch also boasts a host of customizable options, including multiple watch faces and band designs.

The smartwatch market has been dominated by tech giants such as Apple and Samsung, but some of the world’s leading luxury brands are starting to make their mark. Montblanc, Tag Heuer, and Breitling all offer a range of sophisticated models that combine premium design with advanced features. The Mondaine B55, for example, resembles an analogue watch until you realize it has two embedded LCD panels that display caller ID and reminders to check emails.

The fact that these luxury brands are entering the smartwatch market is a clear sign that consumer demand for these devices is on the rise. As the market continues to expand, we expect to see more luxury brands leveraging their reputations for quality craftsmanship and exotic materials to create unique and desirable devices that blend high-tech functionality with timeless design.


In a category traditionally reserved for analog watches that are often considered to be status symbols, smartwatches offer an opportunity to elevate traditional wristwatches with sophisticated features. They are capable of tracking, storing and transmitting complex information about the wearer’s physical and mental state. They are able to send notifications directly to the wearer’s wrist via a touch screen or physical buttons. Some smartwatches even allow the wearer to make phone calls, use maps and track fitness.

Despite these advancements, some luxury watchmakers are still hesitant to embrace this new trend. They are concerned that these smartwatches will ruin the value of their brand. Long-term value is the very essence of a true luxury item, and a technology-dependent device that will depreciate rapidly cannot be regarded as such.

However, the luxury watch industry is gaining ground in this space. The growing number of affluent individuals around the world and increased brand awareness create a positive environment for luxury watches to thrive. In addition, the innovative features of upscale smartwatches help to strengthen their status as luxury accessories.

The early days of smartwatches saw a blending of watches and computers. The 1990s brought such devices as the Datalink from Timex and Microsoft, and Seiko’s Ruputer personal computer, which fit into a watch and could be controlled through light pulses.

More recently, devices like the Pebble and Apple Watch – which both use the mobile operating system (OS) developed by Google – began to take off. These smartwatches have apps that download information from a smartphone, such as weather, news and stock updates, and can receive e-mail messages and instant messages.

Now, brands such as Mondaine and TAG Heuer have created smartwatches that look nothing like smartphones. The former’s B55, for example, has two embedded LCD panels that allow the wearer to view caller ID and scrolling e-mails without needing to pull out their phones. The latter’s Summit Lite has a range of apps that add more value to its customers, such as Cardio Coach, which gives individualized workout recommendations, and Body Energy, an app that tracks mental and physical exhaustion.


Having a mobile payment system at your wrist makes it easy to buy a drink on the go or even pay for a cab ride. In addition, you can also use apps for navigation, music streaming, and social media. With many models offering advanced health-monitoring sensors and high-resolution displays, smartwatches have become a popular choice for fashion-forward luxury consumers who demand style as well as functionality.

Many of today's top luxury watch brands have developed their own versions of the smartwatch, often incorporating unique features to appeal to fashion-forward customers. For example, Montblanc's Summit series combines a sleek user interface with fitness functions to attract users who want a fashionable yet functional timepiece. Louis Vuitton's Tambour Horizon offers a similar blend of fashion and technology with a variety of customization options for users to personalize the device to their style preferences.

Another key benefit of smartwatches is their ability to provide reminders and notification alerts for important tasks. This can help keep people on track and reduce stress levels. For example, a user can set a reminder to wash their hands at specific times throughout the day. Alternatively, some models can alert the wearer to an incoming phone call or text message.

However, it is important to note that not all smartwatches are created equal. While many offer a range of features, some have privacy concerns. For example, Fitbit faces criticism for allowing third parties to access the user's personal data. Other problems include a short battery life, the need to update apps regularly, and reliance on the user's smartphone for internet connection. Despite these challenges, smartwatches continue to gain traction among luxury consumers in 2023.


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