It is a fact that buying things makes us all happy. However, purchasing Gucci‘s ŌURA ring will not only give you a rush of endorphins because its shiny, but it may also make you healthier.
Gucci’s design, which will be available on May 26 on Gucci’s web store and ŌURA’s website, is based on ŌURA’s Generation 3 smart ring, with some cosmetic upgrades that do not affect the core functionality.
The 18kt yellow gold trim and interlocking G branding across the ring’s band are the only differences from the base ŌURA rings. Oh, and the $950 price tag (standard ŌURA’s rings cost around $350).
ŌURA’s rings are a cross between a wellness gizmo and a slick fashion flex, with the latter being the key to the Gucci collaboration.
The ŌURA rings are shockingly small compared to even the most compact wellness monitoring devices, barely taking up any more room than the average piece of jewelry. Despite weighting four grams, the device is equipped with enough sensory technology to monitor sleep activity, heart rate, body temperature, and even breathing patterns.
The ŌURA app then provides “succinct and actionable” recommendations for improving one’s health, according to reviews.
ŌURA claims that its app “offers science-backed content” to help the wearer stay healthy, including recommendations for better sleep cycles and physical activity.
Game changer? It is up to the wearer to make that decision. It is not, however, about re-inventing the wheel. Except for the gold detailing, the Gucci x ŌURA ring is nearly identical to a typical ŌURA device.
Instead, the point is to highlight Gucci’s foray into the ethereal, intangible lifestyle space, similar to how the luxury house has forged unusual alliances with NFT drippers, Roblox fashionistas, and console (and PC) gamers.
In the world of Gucci, this collaborative ŌURA ring makes sense because it is all about feeling good in one’s own body, which goes beyond skin-deep. After all, health is a luxury, so you could make a compelling case that Gucci’s ŌURA ring is the pinnacle of retail therapy.
