Announced at Baselworld 2017, the Hugo Boss Touch was to be the designer’s first smartwatch. It went on sale in August 2017, but now – just under a year later – the watch has been discontinued.
While the Boss Touch is still available on Hugo Boss’ website, it was quietly listed as discontinued on watchshop.com. Movado Group, which produces the Boss Touch, confirmed to Wareable that the smartwatch is indeed being “phased out”.
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While Movado didn’t provide a reason for the discontinuation, one obvious reason could be a low number of sales. The Boss Touch came in at £399, which makes it competitive when compared against other Android Wear 2.0 smartwatches released in 2017. However, it’s also undercut by Movado’s other big branded smartwatch, the £289 Tommy Hilfiger 24/7You.
The Hugo Boss Touch does sport NFC payments, which the 24/7You lacks. It’s possible that there was a bit of cannibalization, and that prospective purchasers didn’t thing NFC payments and the Hugo Boss brand were worth a $100 premium.
Overall, Movado Group is in an interesting place when it comes to smartwatches. Its own Movado, Hugo Boss and Tommy Hilfiger brands debuted smartwatches at Baselworld 2017, but all three took a while to fully roll out. And it still has brands in its arsenal – Juicy Couture, Coach and Lacoste – that have not debuted smartwatches.
The Group also hasn’t announced any new smartwatches, especially since it sat out Baselworld 2018 on account of the high price of exhibiting at the show. Instead, it plans to host its own shows and announce products on its own timeframe.
Fossil has seen great success in its smartwatch and wearable strategy, and it isn’t likely Movado Group will sit around on its hands as its rival reaps the rewards.
We’ve asked for more details on the reasons for the discontinuation, and we’ll update if we learn more.
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