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Tommy Hilfiger Offers Apple Watch 'Fast Lane' at New York Fashion Week

Tim Maytom

tommy hilfiger gps radar apple watchFashion designer Tommy Hilfiger has teamed with marketing platform Launchmetrics to offer attendees at New York Fashion Week a 'fast lane' to access his Women's Collection show, as long as they've got an Apple Watch.

Guests can download the GPS Radar for Apple Watch app, designed by Launchmetrics, which will enable them to 'scan into' the event with a swipe of their wrist, as well as receive show notifications, update RSVPs and have key imagery from the runway, front row and backstage sent to them.

While Hilfiger's show will serve as the premiere of the GPS Radar for Apple Watch app and the fast lane function at New York Fashion Week, other shows during the week will make use of the app, and other designers will be following suit during the London, Milan and Paris fashion weeks.

GPS Radar, which specialises in fashion events and launches, is used by many designers to handle how attendees receive and respond to invites at New York Fashion Week, and its connection to the world of fashion and design makes its integration of the Apple Watch an obvious choice.

"GPS Radar has been the go-to fashion week companion since its launch in 2011 and remains a critical component for the world's fashion elite," said Eddie Mullon, president of Launchmetrics. "The expansion of our functionality into Apple Watch has been a personal desire of mine since its introduction because of the immediacy and convenience of having this information right on your wrist. Innovation lies at the core of Launchmetrics and Apple Watch is an organic fit to create a seamless experience for the GPS Radar user."

"Digital innovation is changing the industry faster and faster every season and we're always excited to be on the forefront of those changes," said Tommy Hilfiger. "Premiering the GPS Radar for Apple Watch fast-lane and delivering this new service to guests at our show is exactly the kind of unique, cutting-edge digital experience we love to bring to NYFW each season."