The problem with wearable tech is that it isn't sexy enough. But that may all be changing soon, as they are now paying more attention to the aesthetic of things. Fitbit hopes to address this via a new partnership with fashion label Tory Burch.

Fitbit and Tory Burch will develop a fashionable line of necklace and wristband accessories designed to hold the Fitbit Flex.

Tory Burch describes the pairing as something that will “[T]ransform your tracker into a super-chic accessory for work or weekend, day or evening. Our signature colors, prints and designs meet the technology of Fitbit Flex.”

Of course, this is not the first time Tory Burch has dabbled in some clever use of tech. They've got a pretty aggressive e-commerce and social media strategy.

Fitbit has also announced a new feature on its free Fitbit app called MobileTrack that uses the M7 motion co-processor in the iPhone 5S to track your daily activity. The updated version of the app is available on Apple’s App Store here.