According to the Wall Street Journal, Sony has been working on the e-paper projects under the Fashion Entertainments name, and has been deliberately keeping the Sony branding away from the development.
“We hid Sony’s name because we wanted to test the real value of the project, whether there will be demand for our concept”, a person involved in the project told the WSJ.
The Fashion Entertainments Watch project has been hosted on a crowd-funding site and has already surpassed its funding targets.
The watch uses electronic paper on the face and strap. It can change its appearance based on the user’s gesture and the designs can also be changed manually using a button on the tab.
A bow-tie design, which uses the same technology, is also under development.
This year has seen a number of tech companies collaborate with fashion designers in order make their wearable projects more appealing to consumers.
Google is teaming up with Luxottica Group, which owns Ray-Ban and Oakley, to create new Google Glass models.
Meanwhile Intel has launched a partnership with Barneys, fashion label Opening Ceremony and the Council of Fashion Designers for America and Fitbit is linking up with fashion house Tory Burch to create a fashion-led version of its Fitbit Flex product.