Tech companies appear determined to prove that smartwatches can do stylish too, with Huawei the latest manufacturer to attempt to widen the market, reports ZDNet.
At CES in Las Vegas last week, the Chinese telecoms equipment firm unveiled its new Jewel and Elegant editions smartwatches, aimed directly at women.
Developers have recognised that the top selling smartwatches currently are decidedly masculine, with functionality having tended to strongly influence design. However, smartwatch companies are now making a concerted effort to move the devices out of the "geeky early adopter and fitness categories" and into the mainstream, ZDNet notes.
Huawei's latest offerings feature a rose gold-plated case studded with 68 Swarovski Zirconia, each measuring 1.5mm in size. The Elegant edition is unique in that it has a "knurled pattern effect" around its rose gold-plated case, as Huawei looks to compete with the "high-end Swiss brands", the company said.
The watches come with Italian leather straps, available in pearl white and sapphire blue, and a face coated with scratch-proof sapphire crystal. Both editions will go on sale across 20 countries in March.
Huawei wasn't the only developer to unveil new, intricately designed smartwatches at CES. Samsung also came with two new versions of its Gear S2 classic watch, one plated in 18-carat rose gold and the other in platinum.
It announced it has teamed up with designers including Columbo on "premium" straps for the watch, and new faces that boast the artwork of Keith Haring, Jean-Michael Basquiat, Jeremyville and Burton Morris. Its new watches will be on sale a month earlier than Huawei's in February.
However, both companies trail Apple in getting premium smartwatches to market. The tech giant launched its 18-carat yellow gold Apple Watch Edition back in April 2015. But with the high-end editions costing anywhere between £8,000 and £13,500, it would suggest there is plenty of room for new products in the mid-market.