The Tommy Hilfiger TH24/7You completes the range of Movado smartwatches unveiled at Baselworld 2017, and also sets the record for most bizarrely named device in Wareable history.
Movado Group has been fully focused on tailoring its new smartwatches to the identity of its brands, so while the Hugo Boss Touch was all business, the Tommy Hilfiger is significantly more fun – and better priced.
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Cheap and cheerful, we've been told that the Hilfiger TH24/7You will cost just $299 when it's launched in August 2017, helping it to undercut several of the biggest names in tech. Stand aside LG and Huawei, Hilfiger just rolled into town.
But of course, in terms of raw tech, the Hilfiger pales in comparison.
No heart rate monitoring, no GPS and the only one of Movado's new smartwatches to feature no NFC; this is bread and butter Android Wear 2.0 in a silver stainless steel case. And that's fine. We've seen a huge push towards do-everything smartwatches and the Hilfiger TH24/7You keeps things simple – and at least has the honesty to keep the price tag low, too.
In terms of design, we have to say we're impressed. There's nothing outlandish here and it's certainly sized to male wrists. It's slightly more slender than the Hugo Boss and comes with link and leather band options. We've not got a case size yet, but we'd expect it to be around 44mm.
The Hilfiger 24/7You caught our attention as soon as we caught sight of it in a case within the back rooms of Tommy Hilfiger's stand, and when we were treated to trying it on, we were able to get a sense of the build quality. It's reassuringly heavy without being bulky. The stainless steel material extends to the back of the case, which is often clad in plastic on cheaper, techier smartwatches.
There's a single button on the side for summoning the apps screen and returning to the watch face, but there are clearly no bells or whistles in the form of crown scrolling or bezel control.
The screen is yet another triumph and we found it to be crisp and colourful, although we're lacking exact specs in terms of resolution and ppi count. Fossil, for example, never disclosed this information for its first generation of watches, but we found the Hilfiger's screen to be punchier and crisper than those efforts.
Hilfiger has added custom watch faces which, as you might imagine, are unashamedly all-American. Think stars, stripes and plenty of attitude. But you still get access to all Google's own designs if you're not a full paid-up fan of the Hilfiger brand.
While the Tommy Hilfiger TH24/7You may have a ridiculous name, its proposition makes far more sense. A basic smartwatch with a decent design and a reasonable price tag, Hilfiger should be applauded for not doubling the cost based on brand. You forgo a lot of features, and those looking for advanced health monitoring should stick with the likes of LG or Huawei. But for those who want to jump into the world of smartwatches, the Hilfiger looks like a great place to start.