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CollectionsFeb 07, 2016
Swarovski’s toned-down timepieces and smart jewelry
At Baselworld, the brand introduced watches with more subtle crystals and had its new line of activity-tracking jewelry on display, which it is considering making available for wholesale distribution.
Basel--Swarovski introduced watches with more subtle crystals and had its new line of activity-tracking jewelry on display at Baselworld, which it is considering making available for wholesale distribution. 
What wasn’t in the booth, however, was the company’s just-introduced line of fine jewelry, which wasn’t included at the global trade show as it is going to be offered in the U.S. market only.
The Aila Day is a toned-down version of the original Aila watch that Swarovski created with everyday wear in mind, a trend that the company started last year with its jewelry and has now extended into its timepieces.
The quartz Aila Day watches range in price from $260 to $900 retail.
Also on display at the brand’s Baselworld booth was the activity tracking jewelry it unveiled earlier this year at the Consumer Electronics Show (CES) in Las Vegas.
Powered by the Bluetooth-connected activity tracker developed by San Francisco-based Misfit, the Swarovski Shine Collection has a faceted crystal that can be removed and inserted into any of the nine pieces in the collection, which includes a watch band, pendant and Slake wrap bracelet.
The crystal tracks the wearer’s activity, including walking and running as well as swimming, and monitors their sleep. When the wearer wants to see how much they moved or how well they slept, they can remove the crystal and place it on their smartphone, where it communicates with the Misfit app.
Swarovski’s Shine smart jewelry, which is powered by a battery that lasts up to four months, is sold in sets that start at $169 retail. Each one comes with the sport band and one other piece of jewelry.
It is set to launch next month at select Swarovski stores in the U.S. and China, and on Swarovski.com.
The company said is in talks for possible distribution of the smart jewelry to select wholesale accounts.
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