Armani is latest designer brand to take on Apple Watch

Emorio Armani is the latest designer fashion brand that fancies its chances against the Apple Watch.

The Italian company unveiled its first smartwatch collection, powered by Google’s Android Wear platform, at Milan Fashion Week over the weekend — but neglected to mention any prices.

Apple not only made smartwatches more popular than ever with Apple Watch. The company also made them a status symbol for the wealthy with its pricey Apple Watch Edition and Hermès models. In recent years, luxury brands have been trying to compete with smartwatches of their own.

You can buy modern wearables from the likes of Michael Kors, Skagen and Tommy Hilfiger — and coveted watchmakers like TAG Heuer and Montblanc. Now Emporio Armani is throwing its hat into the ring with a “Connected” lineup.

Coming this September, the collection will offer everything you want in a premium smartwatch, including activity tracking and customizable straps and watch faces. They will be touchscreen devices powered by Android Wear, which means you also get Siri competitor Google Assistant.

Armani already offers a hybrid watch, which combines a mechanical face with activity tracking. That’s priced between $200 and $375, depending on the model you choose, but it’s not yet clear how much the company’s Connected collection will cost. Presumably a lot more.

We’ll find out when the collection goes on sale on September 24.