The first foray into the connected wristwear world for Hugo Boss does not take the brand far from the heritage of clean, classic styling that it sticks to across its apparel and accessories.
The Boss Classic Smartwatch is designed for men with taste and ambition, the brand says, although at £299, it is an affordable treat for almost everybody.
At first, it appears to be a stylish traditional timepiece, but on close inspection it has a tiny screen just below the centre of the dial for messages.
This will display notifications about activity tracking, event reminders and messages, having first alerted the wearer that something new has arrived with a gentle vibration.
The screen’s hunger for power means that the watch does need recharging regularly, but the analogue watch will always keep working, even if the connected technology runs out of juice.
The first collection, already on sale at Ernest Jones, is offered with a leather strap and stainless steel or rose-gold dial.