Buying stuff makes us all feel good, that's a fact. But buying Gucci's ŌURA ring won't just give you a burst of endorphins because it's a shiny new thing (though it is quite shiny): it might actually make you a healthier person.

Available May 26 on Gucci's web store and ŌURA's website, Gucci's design uses ŌURA's Generation 3 smart ring as a base, for some cosmetic upgrades that really don't touch the core functionality.

In fact, the only difference from the base ŌURA rigs is the 18kt yellow gold trim and interlocking G branding across the ring's band. Oh, and the $950 price tag (the normal ŌURA rings are about $350).

ŌURA's rings are the middle ground between wellness gizmo and slick fashion flex, the latter element being the crux of the Gucci partnership.

Compared to even the most compact wellness monitoring devices (like an Apple Watch), the ŌURA rings are shockingly minute, barely taking up any more room than the average bit of jewelry (it only weighs four grams!) yet somehow packed with enough sensory tech to gauge sleep activity, heart rate, body temp, and even breathing patterns.

ŌURA's app then delivers what reviews call "succinct and actionable" suggestions for improving one's health.

Specifically, ŌURA claims that its app "offers science-backed content" that'll aid the wearer in staying healthy, with suggestions for improved sleep cycles and physical activity.

Revolutionary? That's for the wearer to decide. But it's not about reinventing the wheel at all. Hell, the Gucci x ŌURA ring is virtually identical to a typical ŌURA device, except for the gold detailing.

The point instead is to emphasize Gucci's drive into the vibe-y, intangible lifestyle space, akin to how the luxury label has explored unconventional alignments with NFT dripsters, Roblox fashionistas, and console (and PC) gamers.

This collaborative ŌURA ring makes sense in the world of Gucci because it's all about feeling good in one's own body, beyond skin-deep. Health is a luxury, after all, so you could convincingly argue that Gucci's ŌURA ring is the pinnacle of retail therapy.

What To Read Next

  • Image on Highsnobiety

    Nicole Kidman & Keith Urban in Full Balenciaga? Sure, Why Not

    Style
  • Image on Highsnobiety

    North West, "Catwoman," K-Pop Stars & Everyone Else at Balenciaga Couture

    Style
  • Image on Highsnobiety

    It's a Speaker, It's a Bag, It's a Balenciaga "Beaker"

    Style
  • Image on Highsnobiety

    At Balenciaga, Household Names Become High Fashion

    Style
  • Image on Highsnobiety

    The Devil Works Hard, But TikTok's "Gentleminions" Work Harder

    Culture
  • Image on Highsnobiety

    MSCHF's Super Normal, Not-Force 1 Shoe Doesn't Belong Uptown

    Sneakers
*If you submitted your e-mail address and placed an order, we may use your e-mail address to inform you regularly about similar products without prior explicit consent. You can object to the use of your e-mail address for this purpose at any time without incurring any costs other than the transmission costs according to the basic tariffs. Each newsletter contains an unsubscribe link. Alternatively, you can object to receiving the newsletter at any time by sending an e-mail to info@highsnobiety.com

Web Accessibility Statement

Titelmedia (Highsnobiety), is committed to facilitating and improving the accessibility and usability of its Website, www.highsnobiety.com. Titelmedia strives to ensure that its Website services and content are accessible to persons with disabilities including users of screen reader technology. To accomplish this, Titelmedia has engaged UsableNet Inc, a leading web accessibility consultant to help test, remediate and maintain our Website in-line with the Web Content Accessibility Guidelines (WCAG), which also bring the Website into conformance with the Americans with Disabilities Act of 1990.

Disclaimer

Please be aware that our efforts to maintain accessibility and usability are ongoing. While we strive to make the Website as accessible as possible some issues can be encountered by different assistive technology as the range of assistive technology is wide and varied.

Contact Us

If, at any time, you have specific questions or concerns about the accessibility of any particular webpage on this Website, please contact us at accessibility@highsnobiety.com, +49 (0)30 235 908 500. If you do encounter an accessibility issue, please be sure to specify the web page and nature of the issue in your email and/or phone call, and we will make all reasonable efforts to make that page or the information contained therein accessible for you.