This week I read an article titled, “Fossil Group Outs Diesel On Android Wear 2.0 Smartwatch”. Mihai Matei describes a new smartwatch by Diesel (collaborating with Fossil Group). The watch is part of the Diesel On lineup. It is said that the lineup “currently encompasses the hybrid watch Diesel On Time and the Diesel On Track fitness tracker, but unlike the aforementioned products, the new Diesel On smartwatch will be powered by Google’s operating system for wearable Android Wear 2.0.” Diesel’s new smartwatch has incorporated an AMOLED display, and will be powered by a Qualcomm Snapdragon Wear 2100 chipset, which is designed to be wearable. The System-on-Chip has a quad-core Cortex-A7 32-bit CPU clocked at up to 1.2 GHz per core, an Adreno 304 graphics chip with OpenGL ES 3.0 support, and contains a Qualcomm Snapdragon X5 LTE modem supporting LTE FDD, WCDMA, TD-SCDMA, CDMA 1X, and GSM/EDGE, along with Wi-Fi, Bluetooth 4.1 LE (low energy), and NFC connectivity. Since the Diesel On will work on a Android Wear 2.0, it will be compatible with pretty much every Android smartphones. The Android will also be compatible for iOS devices running iOS 9 or better. The Diesel On Time hybrid watch should be out for sale in the Fall of 2017, priced at $325.
Diesel has designed a “variety of straps made from a wide range of materials including silicone, leather, denim and textile alternatives.” Although Diesel is working to be an unique competitor by designing a selection of straps for the smartwatch, there is still a lot to consider. Apple Watches seem to dominate the market of smartwatches. Apple customers are very loyal to their company. Most Apple users have a tendency to stick to what they know, and what they technically “trust,” which is Apple. Apple dominates the markets they partake in. And, they have won over many people all over the world throughout the years. Breaking this type of competition is close to rocket science. This is why it is difficult to grasp the idea that Diesel will be making a break through in the smartwatch market. It is vital for their marketing plans to be very efficient and effective. That being said Diesel should be thoughtful regarding what their consumers are looking for when shopping for a smartwatch, maybe asking consumers what they wish the Apple Watch had. Diesel can then collect data. This data will be helpful when branding this product. The design of the watch is rather aggressive, it is said that the watch “will be an ‘oversized’ smartwatch with a screen to boot, are currently unknown.” I am not too sure how consumers will react to the design of the watch. I do appreciate the Fossil Groups efforts to collaborate with other great iconic fashion brands. Throughout 2017, Fossil Group is expected to launch numerous other hybrid models branded by Kate Spade, Emporio Armani, Michael Kors, and more.