Smart jewelry will occupy a bigger market

As the popularity of wearable devices has increased, more and more fashion brands have joined the competition for smart accessories. After LVMH Group announced that it will push smart watches, Swarovski is also involved in smart accessories. Joan Ng, senior vice president of jewelry accessories at Swarovski Asia Pacific, accepted an interview with a Beijing Business Daily reporter and said that in the future, smart jewelry will occupy a larger market share in the jewelry field.

Beijing Business Daily: Recently, Swarovski launched the SHINE COLLECTION series. Why did the brand get involved in smart accessories? What are the specific plans for the future?

Joan Ng: The launch of this program is based on the value of the Swarovski brand we insist on and the brand's commitment to continuous innovation. Our main purpose is to continue to introduce new products that will surprise consumers. Through this sleek sports tracking jewelry collection, consumers will believe that we have the ability to create highly practical accessories for contemporary women with multiple faces (social roles).

Beijing Business Daily: Smart wearable devices are hot words nowadays, but few people know exactly how they embody high-tech attributes. What is the difference between Swarovski's similar products and other brands?

Joan Ng: Swarovski's motion tracking device was launched in collaboration with Misfit, a leader in smart wearable devices. Based on the observation of the high-tech market, we found that there is a great potential for adding aesthetic value to high-tech products, which can turn a common, useful product into a very stylish accessory. Working with Misfit is a great experience and ensures that we provide absolute high quality products, as the brand has always promised.

The SHINE COLLECTION series products began to receive reservations in January this year, but only in the US market. Mailing services to the mainland of China, Hong Kong and the United States will start at the end of March. After the end of the show at Las Vegas CES in early January, we will gradually expand our distribution channels to other markets around the world.

Beijing Business Daily: As a jewelry company, what is the biggest difficulty in the process of launching smart accessories?

Joan Ng: How to integrate Misfit's smart wearable technology into modern modern jewelry is a challenge for us. But at the same time, this is precisely the time to once again reflect the image of Swarovski's iconic jewelry brand. Such as the "Slake" bracelet and the "Vio" pendant, we use crystal stones and Pointiage mosaic technology to interpret how the latest products will combine jewelry fashion art and technology organically.

Beijing Business Daily: Does the brand establish an independent department to operate smart wearable devices? How do you view the market prospects of smart wearable devices, especially in mainland China?

Joan Ng: I think smart wearable devices are becoming more and more important and will occupy more market share in the near future. With the constant renewal of technology, it is becoming a ubiquitous "partner" in our lives. So far, we are very satisfied with the cooperation with Misfit. As an expert in smart wearable device technology, Misfit let us know how to make jewelry products attractive in various styles and occasions. The cooperation between Swarovski and Misfit is a win-win situation.