Michael Kors enters the Android Wear game

The Michael Kors brand has been an emblem of men and women’s fashion since 1997, playing a role in accessories, jewelry, footwear, and even fragrances. Now it looks like the old-school style maker is dipping their toes into the tech world. Michael Kors has announced that they will be launching their own line of Android Wear smartwatches, which will be hitting stores sometime this fall.

These luxury smartwatches have a price tag of $395 and look like they’ll be flexible enough to wear on the run or just while going through your office day. Michael Kors is bringing some definite fashion allure to the equation, but you’re still getting what looks like a very clean Android Wear experience. From the images we’ve received, we can expect the device to have a “flat tire” at the bottom for light-sensing purposes. This is a little bit of a bummer, seeing as other devices are starting to move beyond this design limitation. Nevertheless, the device is certainly gorgeous with the option to swap out bands for further customization.

This release will be part of Fossil’s ongoing effort to release 100 wearable devices this year. The watch megabrand is trying – and so for, it appears, succeeding – to remain relevant in an era where their primary product is trending towards obsolescence. They’re partnering with a large number of brands to corner the wearable market in 2016 and to make themselves competitive with the likes of Samsung, Motorola, and HUAWEI.

What do you think of the Michael Kors smartwatch? A little too flash for your taste, or a welcome breath of style in this otherwise substance-focused tech industry? Let us know your thoughts in the comments below!