There was a murmur of surprise when quintessentially French luxury maison Louis Vuitton introduced a smartwatch for over £2000 in the UK.
Smartwatches this year do not vary dramatically in the way they are made and what they can do, so the Michael Kors Sophie (£349) and the Louis Vuitton Tambour (£2140) do much the same things.
That, of course, is not the point. Louis Vuitton knows how to create demand for £3000 carry-on luggage that does the same thing as a 50p bag for life from Tesco.
Selling the dream of luxury travel is what LV does best, and it takes this experience into the smartwatch world with a connected wearable designed to jet around the globe in style.
Android Wear 2.0 runs a suite of apps including Louis Vuitton customisable watch faces including a world traveller time zone dial, world weather, world temperatures, city guides and a flight tracker.