Swarovski has decided not to release an Android smartwatch — at least for the time being.
Although the Austrian cut-lead-glass expert was expected to unveil the smartwatch at Baselworld 2017 later this month, the launch has been postponed due to the company’s “strive for excellence,” according to Forbes.
“Swarovski has decided to postpone its smart device initiative and will not present new smart device products at Baselworld 2017. Swarovski is simply not ready yet,” said Robert Buchbauer, member of the Swarovski Executive Board, in a statement. “We cannot yet make any statement regarding the timing of the launch. The cooperation with and technology provided by all partner companies have been outstanding. The postponement was purely driven by Swarovski’s strive for excellence in execution.”
The news comes as a surprise to many since the company was just talking about the launch at Qualcomm’s CES press conference in January. A video was even shown claiming a female-focused Android Wear smartwatch would be arriving at Baselworld, the leading event for the watch and jewelry industry.
Swarovski has been involved in wearable tech already, collaborating with Samsung, Huawei and Misfit for Swarovski editions of those brand’s devices. But this was to be the first dedicated Swarovski smartwatch to hit the market.
Android Wear, which focused predominantly on men’s wearables when it launched in 2014, has recently teamed up with companies like Fossil and Michael Kors to release fashion-forward smartwatches. Tag Heuer is releasing a unisex smartwatch later this year.