Wearables fight back as Apple Watch raises bar

TAIPEI: The Apple Watch raised the bar for wearable technology when it launched in April, but smaller brands are seeking their own niche in the battle for wrist space.
New kids on the block at Taiwan´s Computex tech fair insisted that style and simplicity were more important than myriad features, in the face of Apple´s intimidating offering.
Apple´s iPhone-compatible smart watch enables wearers to answer calls, check emails and access apps without taking their phones out of their pockets.
It also tracks fitness, plays music, offers customisable watch faces and comes in different colours and styles.
“Within consumer technology, smart watches are the biggest new category since tablets,” said Daniel Matte, US-based analyst for research firm Canalys.
“The Apple Watch has very much defined the category and set the benchmark for other vendors to follow.”
Canalys has forecast 20 million Apple Watch shipments for 2015.
“Vendors other than Apple are improving their designs to be more fashionable and of higher quality, but the Apple Watch still has a significant design advantage,” said Matte.
A host of smart watches are on the market from major players including Samsung, Sony, LG and Motorola, with Taiwan´s Asus launching its new ZenWatch 2 Android Wear watch at Computex.
But lesser-known names are also taking their cue from Apple and attempting to forge their own direction.
“The Apple Watch is free advertising for less famous brands like us, because it makes more people interested in smart watches,” said Christophe Arathoon of US-based watch-brand Omate, which launched its first smart watch in 2013, crowdfunded by Kickstarter.
Its watches are fashion-focused, says Arathoon, with the latest “Racer” a rugged sporty model in black, white, grey and red.
It links to iOS and Android phones, with wearers able to choose which notifications they receive. It also includes a music player and pedometer. “Apple Watches are a good thing but they are too complicated,” said Arathoon.