Nowatch, a wearable wellness tech brand, launched Thursday. The Amsterdam-based brand has developed a bracelet — paying homage to a watch, though it doesn’t tell time — that tracks several wellness-related statistics. The watch, which was developed in partnership with Philips, offers real-time feedback on movement, sleep and stress. 

The thought for the brand got here about after chief executive officer and cofounder of Nowatch Hylke Muntinga handled several losses and life changing news. Over the course of 1 12 months, five of his close friends had passed away, and he learned he had a rare disease that may ultimately cause him to go blind. These experiences modified his perspective, as he desired to “get all the things out of life.” The thought for Nowatch was borne from Muntinga’s newfound wellness-oriented mindset and his ongoing philosophy across the importance of time. 

“I desired to have a watch that doesn’t tell me time but gives me time,” Muntinga said. 

Previously he had worked in tech and was used to the fast-paced nature of the industry. Nevertheless, as an alternative of demonizing tech, he selected to put it to use to create a product that was all about helping people and emphasizing well-being. With this viewpoint, the brand refers back to the product as an “awareable” quite than a wearable. 

“There must be a latest relationship with technology, latest relationship with yourself. That’s type of the important thing that I feel that we can assist humanity and this whole world if we use technology in the fitting way,” Muntinga said.

As an alternative of featuring a digital face, the customizable watch simply incorporates a metal or stone disc. The product utilizes Philips Biosensing (by EDA) technology, which took 15 years to develop, to trace cortisol levels and predict an hour early high stress levels. The entire bio data tracked by the wearable may be found and interpreted on the brand’s app. 

The launch of this brand follows major success inside the wearable wellness category with global spending estimated to achieve nearly $94 million in 2022, in accordance with Gartner. The brand’s current production is 10,000 pieces a month, with watches ranging in price from about $380 to $604 depending on customization.

The brand is about to open a flagship store in Amsterdam and plans to open a pop-up in Los Angeles in 2023. The product is now available on Nowatch.com.