Collaborations with accessories designers, diamantes, sparkles, lots of Argos-style gold and, most importantly, sacrificing smarts for style points. Up to now, smartwatch brands have heavily relied on making their devices look more like jewellery than wrist-bound powerhouses in order to target women.

But in order to penetrate a mass market and prove to be more useful for more than say a day or two, brands need to understand that women don’t always want glammed-up style and dumbed-down specs. In fact they rarely want that, FYI.

Instead, they want smartwatches that work. That are functional. That look good. Oh, and it’d be awesome if they could actually fit, too. Because let’s face it, we could argue all day long about what women want from tech and what men want from tech and debate whether those two lists are really all that different (spoiler: they’re not).

Click here to read the full story on Gadgette.

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