RingConn’s Lord of the Rings promotion assumes smart ring wearers want to be like Gollum

Smart ring maker RingConn’s marketing copy says Lord of the Rings’ “enduring narrative highlights a simple but powerful idea: that meaningful transformation often begins with the choices we make each day. RingConn embraces a similar philosophy, believing that lasting change begins with everyday awareness and small, intentional decisions.”

Of course, the “intentional decisions” Frodo makes in Lord of the Rings include specifically not wearing the One Ring and (spoiler alert) tossing it into a volcano. That’s not the idea behind RingConn’s smart rings — much like Gollum, you’re supposed to wear them 24/7.

The Verge’s Victoria Song notes that RingConn’s Gen 2 Air has a great battery life, “around eight to nine days,” so at least you won’t have to charge it often if you want to track your vitals on the way to Mordor. But, if wearing the ring of power sounds like a good pitch to you, then starting June 27th, the first 3,500 purchases of the RingConn Gen 3 in the US will include a Lord of the Rings-themed charging case pouch, and anyone after that can expect digital movie codes.