It may not please some watch purists, but more and more traditional and fashion brands are embracing the smartwatch trend - and after the success of the Apple Watch, who can blame them?
The most notable hat to be thrown in the ring for some time is the Emporio Armani Connected line, which incorporates all the cool features of a smartwatch while looking and feeling stylish - the perfect solution for those who want to embrace the technology without looking like they work for a media start up in Hackney.
Syncing to a smartphone via Bluetooth, the hybrid timepieces provide discreet notifications for new messages, calls and emails as well as allowing wearers to take pictures wirelessly on their smartphones and even track their sleeping patterns.
Visually, they have all the hallmarks of a classic Emporio Armani, with a textured face and the choice of on-trend rose gold, gunmetal and stainless steel. Straps come as either a three-piece link or in leather.
Starting at around £259.00, it's an accessible way to dip your toe in the smartwatch world without taking the plunge completely.