LG unveiled the LG Watch Urbane Luxe, a limited edition smartwatch from the South Korea-based tech giant that is being described as more of jewelry than a wearable device.
Through a press release, the company revealed that it collaborated with Reeds Jewelers, a retail jewelry company in the United States, for the LG Watch Urbane Luxe.
The luxury wearable device is adorned with 23-karat gold and comes with an alligator leather strap, all within an exclusive piano-gloss lacquer case.
The 23-karat gold found in the smartwatch is harder and stronger compared to the 24-karat gold normally used for jewelry, and also heavier compared to the 18-karat gold normally used in luxury timepieces.
The alligator leather strap features the highest craftsmanship levels as it is handcrafted with 50 different steps to create it, involving 30 experienced leatherworkers.
The LG Watch Urbane Luxe will feature a deployment clasp to give the device an elegant look that reduces bulkiness. This kind of clasp was invented back in 1910 by Louis Cartier, and its usage in the LG Watch Urbane Luxe adds more uniqueness and exclusivity to the device.
"Wearable devices shouldn't be thought of as an extension of one's smartphone but an extension of oneself," said LG Mobile Communications Company VP and head of marketing communications Chris Yie.
Yie added that the blending of technology and craftsmanship found in the LG Watch Urbane Luxe is the natural evolution of the wearable device, which is gradually turning into a lifestyle accessory as opposed to simply being a piece of hardware.
Yie also said that LG believes the LG Watch Urbane Luxe is headed in the right direction for smartwatches, and that the company is looking to encourage this transformation in the industry.
The LG Watch Urbane Luxe will be released to the market at the end of October, with the retail price of the smartwatch at about $1,200. While this is still a steep price for the average consumer, it is a fraction of the price of the luxury versions of the Apple Watch, with prices of at least $10,000.
Only 500 units of the limited edition smartwatches will be produced, with each one to feature a serial number engraved into the device for authenticity purposes. The LG Watch Urbane Luxe will initially be available in the United States for pre-orders through the official website of Reeds, with the smartwatch to be put up on display at the upcoming IFA 2015, which will be held in Berlin from Sept. 4 to Sept. 9.
