Samsung is expanding its ambitions in wearable technology far beyond smartwatches and fitness rings, exploring unconventional devices such as smart glasses, earrings, necklaces, and advanced rings. Speaking with CNN, Won-joon Choi, Chief Operating Officer of Samsung’s Mobile Experience Division, emphasized the company’s vision to create wearables that blend seamlessly into users’ lives while minimizing the need to interact directly with smartphones.
Choi explained that the company envisions wearable tech not merely as gadgets, but as lifestyle accessories—fashion-forward tools offering practical functionality. Samsung’s evolving philosophy positions these devices as smartphone extensions rather than replacements, aiming to provide users with a hands-free, discreet way to stay connected. “We believe it should be wearable… something that you don’t need to carry,” Choi noted, underlining the company’s intent to redefine personal tech.
This strategic direction mirrors efforts by other tech giants like Meta, OpenAI, Google, and Snap, all of which are investing heavily in next-generation wearables. Meta, for instance, has sold over 2 million Ray-Ban smart glasses since 2023 and recently acquired a stake in Ray-Ban’s parent company, EssilorLuxottica. Samsung, for its part, is collaborating with Google on augmented reality (AR) glasses and reportedly developing advanced microdisplays to support its wearables roadmap.
However, the road ahead is not without challenges. Previous attempts by startups such as Humane and Rabbit to create smartphone alternatives have flopped due to high costs and underwhelming performance. Samsung appears to be learning from these failures by pursuing a measured approach—focusing on wearables that complement, rather than compete with, smartphones. As Choi put it, Samsung’s goal is to create tech that is “invisible but indispensable,” meeting users at the intersection of utility, fashion, and everyday convenience