That's good because I don't want a world where the Apple Watch is the only smartwatch that matters. It'd be too dystopian.
No matter how much you might adore your Apple Watch, the Samsung Gear S3 or LG Watch Style smartwatches can be described in a single word: disappointing.
The smartwatch market declined by 51.6 percent in Q3 of last year, resulting in a year-over-year drop in volume, according to IDC. The only one reportedly thriving is Apple Watch. But still, as a product category smartwatches simply haven't lived up to expectations.
Tech companies are giving up
Tech titans that were first to champion Android Wear and challenge the Apple Watch have largely given up on making smartwatches.
Motorola and Huawei both announced they have no plans to release new models soon. Huawei's CEO Eric Xu Zhijun said in April that smartwatches are essentially pointless. "I am always confused as to what smartwatches are for when we have smartphones." This is the company that released the Huawei Watch, the first promising and fashion-oriented Android Wear smartwatch.
Asus, one of the last of the well-known consumer electronics companies that supported Android Wear, is reportedly planning to axe its ZenWatch smartwatches altogether.
And Samsung hasn't supported Android Wear since its one-off Gear Live in 2014, instead choosing to iterate on its Tizen-based Gear S smartwatches.
LG's the only one that's still batting for Android Wear, but it can't save it. The company's Watch Sport and Watch Style released last year haven't moved the needle at all.
With everyone tossing in the towel, you'd be forgiven for thinking smartwatches are over.
Hitting the reset button
Android Wear will get better — 2.0 brings some useful updates — to its software, but having a variety of smartwatches is also key.
"It's a platform we're very committed to and investing in and the rest of Google is as well," David Singleton, Vice President of Android Engineering, told me.
"This is a pretty important and in some ways a potential breakthrough year because we're seeing more sticky experiences than we would have seen years ago. We're definitely seeing the number of people purchasing devices in the category has grown very significantly, but then we look at what people are actually doing with them — are they still active with them several months down the line? — we've seen that change positively pretty significantly as well so we're excited about that."
While most of its consumer tech friends have turned their back on the platform, Google's not worried at all because it's got new buddies that are keeping the flame alive: fashion brands.
In the last year, fashion labels have gone crazy with their Android Wear offerings. Brand names like Fossil, Michael Kors, Tommy Hilfiger, Hugo Boss, Emporio Armani, Guess, Diesel, and even Movado have embraced Android Wear. They're flooding the market with dozens of styles and sizes to cater to their fashion-conscious customers, and it's working. People are buying them. And they've got even more smartwatches in every size imaginable coming out this summer and fall.
Fashion first, tech second
Whether it's got a processor in it or not, a wrist-worn accessory needs to be stylish first and tech second.
"One of the big things for Fossil Group is that we take this fashion-first approach. We don't really say design is a second thought and tech comes first," says Hannah Liu, Director of Wearables Strategy and Strategic Partnerships at Fossil Group. Like other fashion labels, the brand's got a handful of Android Wear-powered smartwatches like the Fossil Q series. "For us, we've flipped that model where we're saying we'll never compromise on design and style because we know that's why customers buy our products and what kinda differentiates us from others.
"Android Wear 2.0 allows us to have these limitless options of what our customers care about. We did a study of our own — consumers trust in the tech because of a name like Google and Android and they know that it's a good platform — but what was really important to them was style and brand. Those were the two biggest purchase drivers."
Choice is arguably the most attractive thing about Android Wear compared to an Apple Watch. Sure, you can customize the Apple Watch by swapping out different bands, but you're still stuck with the square screen and limited watch faces. Like the hundreds of Android phones to pick from, Android Wear offers variety.
"That's why our play is actually going style first. You pick on style, you pick on some brands you love, and so the choices aren't as overwhelming because you're able to cut through all the diversity pretty quickly," Liu says.
I got to take a look at dozens of fashion-first smartwatches from Michael Kors, Fossil, Tommy Hilfiger, Movado, and more, and the sheer amount of choice is dizzying, but in a good way. Android Wear is not one size fits all and that's great for people who like to express themselves through what they wear.
Being true to the brand
"You have to make it familiar," a Michael Kors spokesperson told me. "For Michael Kors and Fossil Group, all of our smartwatches are based off of existing models that have been in the line for years and are tried and true styles that either have been constant or have stayed in the line and have evolved since then."
Style is important, but so too is the smartwatch software experience. Android Wear hardware has always come in all shapes and sizes, but the software has mostly been the same across the board to the point where it felt generic.
And that's where fashion brands are also mixing things up. Their smartwatches still run Android 2.0, but they're adding watch faces and features that are true to the brand and why people love them.
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