RingConn partners with The Lord of the Rings

Linking your new smart ring with fiction’s most notoriously corrupt gem may not seem like an obvious marketing move. On the other hand, many people have spent the last 25 years wishing they could get their hands on the One Ring, and RingConn is now building on that enthusiasm with an official Lord of the Rings partnership.

As reported by TechnologyRadarThe company has teamed up with Warner Bros. to commemorate the 25th anniversary of The Lord of the Rings: The Fellowship of the Ring. The collaboration comes alongside the broader launch of RingConn Gen 3, which is now available Available to purchase for $349 after placing pre-orders earlier this year.

The ring itself hasn’t been redesigned to resemble its rather more sinister Middle-earth counterpart, so don’t expect glowing inscriptions or the sudden ability to disappear. Instead, eligible US buyers can apparently receive limited-edition extras depending on when they place their order, though details aren’t especially clear on the campaign page. Reports elsewhere online suggest that a limited number of qualified buyers will receive a digital code redeemable for three films from The Lord of the Rings and The Hobbit trilogies.

Far from the link with the film, the RingConn Gen 3 tracks activity, sleep, women’s health, and sleep apnea patterns, while also introducing vibration alerts for things like sedentary reminders and low battery. It works with Android and iOS, requires no additional subscription, and offers up to 14 days of battery life with vibration alerts turned off.

At $349, RingConn is positioning the Gen 3 as an alternative to better-known smart rings like the Oura Ring. Middle-earth-themed rewards probably won’t be the deal breaker for everyone, but they’re better than nothing. Just try not to become weirdly possessive of your new smart ring.