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Fitbit Flex Infuses a Tory Burch Style

May 14, 2014
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This January, the Fitbit Flex just got a bit more hip. At the Consumer Electronics Show (CES) 2014 in Las Vegas, Fitbit announced its partnership with the high fashion brand Tory Burch to infuse more style into its leading product, the Fitbit Flex. One of Fitbit’s company missions is to match its flexible, wearable fitness tracker with a user’s style. This partnership, of course, raises a slew of questions: How much will Tory Burch-style Fitbit accessories cost? And what other partnerships will Fitbit pursue in the future?

Fitbit Flex: Its current look

Going beyond just making it cool to wear fitness trackers, Fitbit is tailoring its Flex device to be more customized all the time. We can see the current options Fitbit users can choose from in the Fitbit accessory corner of their online store. There are two sizes, small and large, so that the band can accommodate various wrists. Also, starting from its default black, the color palette of a Fitbit Flex band has exploded into a confetti of choices: red, navy, tangerine, teal, pink, lime, violet and slate. The bracelet’s slim design is reminiscent of the 2004 Livestrong bracelet and all the subsequent silicon gel bands that entered the fashion market.

Adding Tory Burch to the mix

To get a taste for the Tory Burch style, you can check out this silicon iPhone case, originally priced at $45. Its block design and perforated logo work well for a slim phone encasement, but the infusion of Tory Burch on a Fitbit Flex will have to be smaller and much more nuanced. As far as pricing goes, the Flex remains at $99, and the Tory Burch accessories probably won’t run cheap. According to Fitbit’s blog, the models that the Fitbit Flex tracker will be encased in appear to be pendants, bracelets and wristbands—and gold may be an option. No price tag has been assigned yet, but if the Midas touch is involved, you know that it could compete even with Fitbit Flex’s own cost.

Flexing to future partnerships

Considering that the Fitbit Flex may be headed in the direction of fitness jewelry, we could very well see Fitbit partnering up with other fashion brands like Fashletics or Zazzle, to name a few. In the meantime, we can still find the deals on the Fitbit Flex while we anticipate that the most fashionable and wearable accelerometer has just gotten a makeover—and it may hit gold.