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Tory Burch Still Hearts Fitbit, Debuts Amore Band

Tory Burch’s collaboration with Fitbit was one of our favorite designer-tech partnerships from last year. The problem with fitness trackers is that they’re increasingly intended to be worn 24/7, but still mostly look like exercise accessories—the Tory Burch Fitbit bands turned the Flex into something that women might actually be willing to wear 24/7, which is great news considering that fitness trackers in general have pretty high attrition rates.

But, no one really wants to wear the same bracelet every day, right? Fortunately, the Tory Burch-Fitbit collaboration is still going strong as we head into 2015. At CES, we got out first look at a new print for the silicone Fitbit Flex band. The Amore print band is dark blue and dotted with red hearts—did we mention Valentine’s Day is less than a month away? Now would be a good time to mention that.

The silicone Amore print band is available now for $38, and if you don’t like this one, stay tuned. We’re pretty sure this won’t be the last we’ll hear out of Fitbit and Tory Burch this year.