Samsung lines up fashion brands to take on Apple Watch

Samsung's next smartwatch has been a big talking point on the wearable web rumour mill over the last few weeks, with the Korean company all but confirming the existence of a soon-to-launch round smartwatch by opening up a new developer platform to create circular apps.

Rumour round up: Samsung Orbis smartwatch

And now, thanks to the guys at SamMobile, we have some extra juicy design details for the device codenamed Orbis.

According to their report, the device – which will apparently go by the official name of the Samsung Gear A – will come in two variants, 3G and a non-3G, and a range of fashion-heavy designs thanks to some big name partnerships.

It's purported that the likes of Z Zegna, Romero Britto, Swarovski, Tech21, Anymode and Incipio are all on board to create custom straps for Sammy's next smartwatch assault.

Samsung has teamed up with fashion brands in the past, of course. Its last smartwatch - the Gear S - saw collaborations with both Diesel and Swarovski.

The ultimate goal, of successfully blending tech and fashion to create a wearable device that is, well, wearable is one that all the major players seem to be striving for at the moment.

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Samsung's effort can be added to a pile that includes the ridiculously expensive Apple Watch Edition models, the Sony SmartWatch 3 stainless steel edition and the slick looking LG Watch Urbane. Motorola also recently opened up its customisation tool to make the Moto 360 more personal for wearers.

It seems the ball has finally dropped; the traditional tech giants are realising that people don't just want a modded smartphone strapped around their wrists.