Computer processor giant Intel has partnered with Fossil Group, a big player in the fashion industry, to design and release wearable technology that is both functional and fashionable.

The partnership will involve the companies creating products marketed at fashion-oriented customers. It will also enable both companies to be at the cutting edge when it comes to the emerging wearable technology market.

“We are focused on identifying trends and emerging uses of technology and accelerating wearable technology innovation worldwide,” said Mike Bell, Intel vice president and general manager of the New Devices Group.

Both companies have expressed being very content with the partnership, and are confident that they will be able to bring the latest and most fashionable wearable tech to the market.

“We are very excited about collaborating with Intel and working to develop the next innovation in the emerging wearable technology space,” said Kosta Kartsotis, CEO of the Fossil Group. “Combining our fashion lifestyle brands with Intel’s expertise in technology, hardware and innovation will position us to be a leader in this segment.”

According to the companies, the partnership formed out of consumers wanting wearable tech that was fashionable. Many consumers have expressed concern over the fact that most wearable tech on the market is currently very “geeky,” as well as often bulky. This often stops consumers from being able to wear the tech on various occasions.

The companies aim to release a fashion bracelet with semi-precious gems with communication capabilities and even wireless charging.

Intel has also partnered with the Opening Company to design and release conscious wearable tech. The pair recently launched the Intel MICA, a smart-bracelet with notifications capabilities, much like a smartwatch.