Oura x Gucci

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We’ve all seen health accessories for your wrist—the Fitbit, the Apple Watch, and the questionable balance bracelets that appeared on Shark Tank. Sometimes they go with your outfit, but everyone knows that they’re also measuring your step count.

A health-tracking ring, on the other hand, takes wearing your health to a whole new level. There’s probably nothing classier—unless you add a Gucci monogram and a gold-braided trim. 

The Gucci x OURA collaboration is the most elegant we’ve seen this year—just looking at the ring is enough to put an extra pep in your step. 

Despite this being OURA’s first collaboration, they managed to pick the perfect partner. No brand can disguise wearable technology quite like Gucci. Like OURA’s other rings, the OURA x Gucci ring tracks your sleep, heart rate, and activity level, but you’d never know because it looks like another one of Gucci’s classic, sleek accessories. 

Gucci elevates the OURA ring by embedding not only their style, but also their attitude. Health-tracking accessories typically capitalize on feelings of shame or guilt, but by making it a luxurious fashion statement, the ring transforms into a tool for self-expression and empowerment. 

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And at $950, almost triple the typical price of an OURA ring, Gucci’s essence is more precious than gold. OURA clearly gets a great deal from this collab, but what’s in it for Gucci?

Gucci knows how to collaborate; as a major fashion brand, it’s a regular part of their marketing strategy. At the same time that Gucci was working on this collaboration, they were also working with Adidas on a collection of activewear that everyone is still talking about. However, smaller brands like OURA bring tremendous value because they focus on niche markets. 

Recently, we’ve seen Gucci getting into the health and wellness space. The OURA ring was the perfect avenue for Gucci to expand their presence in the market from a luxury fashion perspective that screams ‘health is wealth.’ 

This collaboration is the perfect example of how big brands and small brands can work together to create something spectacular that benefits them both.