Smart ring brand Ōura opens Harrods concept store space

Finnish fitness tracker/fashion jewellery brand Ōura has opened a concept retail space and taken over several promotional windows at luxury department store Harrods, featuring its upgraded next-gen Ceramic Collection.

Part of the Knightsbridge store’s ‘Tech Month’, the collection showcases its Ring 4 and Ring 4 ceramic range. Created in high-performance zirconia ceramic, it “blends science-backed health insights with refined elegance and everyday comfort”.

It’s also Ōura’s first collection of smart rings that don’t feature metallic finishes. Ōura says that, unlike painted or coated finishes, the colour on the rings comes from natural minerals in the ceramic itself, so it “stays vibrant and doesn’t fade over time”.

It comes with the brand’s first-ever charging case, a new ‘Health Panels’ feature that lets members schedule blood work directly in the Ōura app, multi-ring support, and more.

George Abbott, director of International at Ōura said: “This [Harrods] partnership is about placing health and design at the centre of luxury culture, showing that wellbeing and elegance belong side by side.

“With our first-ever concept store, we’re bringing the Oura experience into a new dimension: a physical… dedicated space where visitors can size, try on, and explore Oura Ring 4 and Oura Ring 4 Ceramic with the support of our dedicated specialists.”