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Diesel Gets Smart with New Line of Smartwatches

Diesel is borrowing style cues from Apple. The denim brand announced updates to its Diesel On watch collection, adding a new touchscreen feature to watches available for this year’s holiday season.

The new watch combines moto-inspired styling with an oversized touchscreen face and seven customizable dial options and effects. Consumers can select from eight different strap options.

“We worked on interpreting the smartwatch world with a Diesel attitude, adding technology to the classic watch to create a new, digital accessory,” said Andrea Rosso, Diesel Licenses creative director. “The idea is to have many different watches in one to match the mood of every moment of the day—always with an ironic touch.”

The watch features unique dial effects like the appearance of a cracked screen when a private notification comes through, and special weather filters that change along with the climate. The collection is compatible with technology like Google Play, Google Fit to measure workouts and Google Assistant.

Retail prices for the Diesel On smartwatch collection start at $325. The line will be available online and in select stores starting Holiday 2017.