Companies do the strangest things to keep their products a secret from the media and consumers, but nothing’s more daring than hiding your product right in plain sight! That’s exactly what happened with the Sony FES Watch. Sony decided to take their concept E-Paper Watch public through a Japanese crowdfunding site without ever using or implying that the watch was a project from Sony Electronics. Pretty sneaky don’t you think? And pretty brilliant! What a great way to gauge users’ response to a product than to make it generic with no name brand attached!
“We hid Sony’s name because we wanted to test the real value of the product, whether there will be demand for our concept,” an unnamed source with the project told the Wall Street Journal.
The Sony FES Watch was being developed under a subsidiary of Sony named Fashion Entertainments, and that is who started the crowdfunding campaign. Similar to Kickstarter and Indiegogo, the Fashion Entertainments Makuake campaign has already raised over $23,000 in support of this unique watch.
“We can confirm that a project team named Fashion Entertainments located in the new business creation department of Sony Corporation is working on prototypes that use electronic paper including a wristwatch,” a Sony spokesperson told PCWorld.
The Sony FES Watch uses technology similar to the Amazon Kindle and Pebble watch, so it’s not going toe to toe with Samsung and Apple at all. What makes this watch unique is, not only does the face of the watch display information but so does the band. And it does it all with E-Paper technology. It’s a pretty slick looking design and from the looks of it, people are excited about it. Whether Sony brings this to other markets besides Japan remains to be seen but we’d love to get our hands on one to check it out.