Misfit, the wearable technology brand specialising in design-forward wearables, announced today that it will be dramatically scaling up its retail presence across the Middle East in the next few months. Misfit merged with Fossil Group (NASDAQ: FOSL) at the end of 2015, and will expand its regional presence under local management.

Niels van der Valk, regional director for CE in EMEA, sees big advantages for both Misfit and regional retailers: “With heavy growth projected in the Middle East’s wearable-tech market, the region is of great importance to us. Thanks to our merger with Fossil Group, Misfit now has additional resources to support its unique product positioning worldwide, fusing style and technology to make the fast growing market of connected technology also attractive to the fashionable consumer.”

Activity trackers until recently have been regarded as mainly technological accessories, marketed around functionality. “Retailers of consumer electronics can now considerably expand their market, by offering consumers connected accessories that are not only useful and functional, but that you’ll want to be seen wearing,” adds van der Valk. “We fill the gap in existing elegant, conscientiously designed wearable technology.”

Misfit products, including Misfit Ray Fitness and Sleep Monitor, the newest product in the company’s line of versatile and stylish trackers, will now be available widely in consumer electronics, fashion, and jewelry outlets across the region including Virgin Megastores, Jumbo Electronics, Al Yasra and Namshi.. The Misfit Ray Fitness and Sleep Monitor was announced at the Consumer Electronics Show in January 2016 to much fanfare.

Only 12mm in diameter and 38mm long, Ray tracks activity and sleep with a 3-axis accelerometer and, like Misfit Shine 2, incorporates a vibration motor that allows for nuanced user feedback. Combined with a single multicolor LED eye, Ray provides inactivity nudges, text and call notifications, and a silent alarm. Like other wearables by Misfit, Ray never requires charging (the user-replaceable batteries last up to 6 months) and is water resistant to 50 meters.