High-tech watch aimed for outdoorsy women

Pretty colors are supposedly the draw.

Niche Retail

Wearied by all the useless timepieces flooding the digital watch market, we'd just about given up on the category altogether. But this one is just unusual enough to mention, for its gender-based marketing if not anything else.

The "Lumi," the latest of Suunto's line of high-tech timepieces, is billed as the "first outdoor instrument watch for women." It includes a barometer, altimeter, compass and other REI-worthy features, as well as a menu that can be read in four languages in a sleekly designed casing.

So why is this geared toward the female consumers? "To appeal to women it has been jazzed up with straps in different colors," Luxist says. How enlightened. We're surprised that it comes in anything other than pink.

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