Google has announced a partnership with nine fashion brands and unveiled a series of fresh crop designer watch face, on Tuesdays. The partnership is aimed to bring new designer watch faces to the Android Wear portfolio of watches and thus facilitating the users to further customize their wearable of choice.

The market has been witnessing to release dozens of new watches during the past few months, focusing on design and fashion. Fossil Q Founder, Tag Heuer connected watch, Huawei Watch and Moto 360 may be named as the market pioneers.

Sonysmartwatch3, Asus Zenwatch, LG Watch, urbane, Samsung Gear Live and LG G Watch R along with the previously mentioned four, have joined their names in the partner row. The recently introduced watch faces are compatible with all current Android wear devices.

The watch faces are compatible with all current Android Wear devices, those include the four listed above as well as the Sony Smartwatch 3, Asus Zenwatch, LG Watch Urbane, Samsung Gear Live and LG G Watch R. The new watch faces are available now in the Google Play store for Android phone owners, while iPhone users will find them in the Android Wear mobile app in the coming days, reports CNet.

Google’s approach to designer watches as Android wear is believed to be late action since LG has already hit the market with Urbane Watch’s second edition, LTE due to some hardware related complexities with the first edition. However, it is not clear whether the LTE or any other new edition, falls under the partnership agreement with Google.

Creating a watch face for Android wear is an exercise centered around visualizing time clearly. Android wear devices provide a unique digital canvas to re-imagine the ways in which we tell time. Android wear also lets to integrate data on watch faces for a higher level of personalisation and contextual relevance.

These powerful new tools to create watch faces run the risk of over-complicating a design. The most successful watch face designs leverage these advanced capabilities while delivering a singular, elegant expression of information, describes the official blog of the Android Developer, while narrating the features.

However, face of a smartwatch can be replaced with the change of desire and this attributes as its most popular feature. iphone is believed to lag far behind only since it failed to adopt the said most popular feature. Android wear developers also are viewed to get on board with more customized features based on face changing, reports Greenbot.

Google’s Tuesday’s announcement on bringing new designer watch faces to the Android wear portfolio in collaboration with nine other crop designers, provides the users an opportunity to imagine smartwatches in more personalized and contextual manner.