Coveted: Marc Jacobs Riley Hybrid Smartwatch

Marc Jacobs has gone digital.

Indeed, the designer has taken the plunge into tech with the new Riley hybrid smartwatch. Available in four ultra cool styles, the sleek timepiece features a remote camera button, movement tracking, sleep tracking, push notifications, and a find-your-phone feature.

Jacobs tapped photographer David Hughes to shoot the campaign, featuring Alexis Jae (musician), Amanda Steele (YouTuber), Charisma Glasper (dancer), Amy Sall (editor and professor) and Ke’andra Samone (actress). The series features Jacobs’ muses wearing the watch and explaining how they put theirs to work.

The Riley hybrid smartwatch retails for $175 at Marc Jacobs.