Everyone wants in on the wearables game—Motorola, Samsung, LG, and if rumors are to be believed, Apple. Not to be outdone, Intel announced a new partnership Friday with watchmaker Fossil to “further develop wearable technology for the fashion industry.”

According to the two companies, Intel and Fossil will team up “to identify, support and develop emerging trends in the wearable technology space” and “work together on emerging products and technologies that will be developed for the fashion-oriented consumer,” according to a joint press release.

Presumably, the partnership will eventually result in Fossil-branded wearables (likely smartwatches) with Intel’s technology inside.

In the joint press release, Fossil and Intel put emphasis on developing fashionable wearables. A major critique of early smartwatches is that they are mini-computers first, watches second—that the fashion aspect comes second. And if wearables are to catch on outside tech enthusiasts, they need to look like something you’ll want to wear.

Tech companies seem to be starting to “get it”—just take a look at the round-faced Moto 360 and LG G Watch R—but there’s still plenty of work to do. For instance, many current smartwatches are not well suited for those with smaller wrists, as Joanna Stern at The Wall Street Journal points out.

But having a major fashion-driven watchmaker like Fossil on board and providing smartwatches in a variety of sizes and styles should go a long way toward helping take wearables to a more mainstream audience.

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