Health and fitness brand Fitbit announced a new partnership with fashion designer Tory Burch at the Consumer Electronics Show in Las Vegas, Nev., this week that will see Burch design accessories for the company’s new wristband activity and sleep tracker, the Fitbit Flex.
Burch is developing a collection of accessory wristbands and necklaces that will hold the Fitbit Flex including pendants, bracelets and wristbands.
The Tory Burch for Fitbit collection will be available this spring on the Fitbit and Tory Burch websites.
“The fusion of fashion into technology will be an important part of the widespread adoption of wearable technologies, like Fitbit products,” says James Park, chief executive officer and co-founder, Fitbit. “From the beginning, our success has come not only from offering innovative technology, but from our attention to design, taking into consideration that one-size does not fit all, so partnering with Tory Burch makes perfect sense.”