Fashion brand Michael Kors has entered the wearables market with its first smartwatch.

The Michael Kors Access is an Android Wear device, with all the functionality youd expect – notifications, fitness tracking, voice-activated search – controlled by a touchscreen. Thats all par for the course, so what the smartwatch will be sold on is its looks.

“I’m in the business of making people’s lives easier through fashion,” said Michael Kors. “I thought, ‘why can’t tech accessories be chic and glamorous?’ You wear them every day. After all, technology is impacting life more and more. It should reflect your personal taste as much as anything else, but it should also give you access to all the experiences that you want.”

The Access watch will be going on sale this autumn at a price of $395 (£273) for the most basic model, and is apparently the first in a new wearable technology accessories line from the brand. Whether that just means more smartwatches or anything more unusual remains to be seen.