Yves Behar

Yves is a design entrepreneur who believes that product, digital and brand design are cornerstones of any business. He is the founder of fuseproject, the San Francisco and New York based design and branding firm he established in 1999. He is also Chief Creative Officer at Jawbone, where for the last 11 years his products, brand and communications work has helped the company become a leader in wearable and audio consumer electronics. Behar is also the Creative Co-Founder of OUYA, an open sourced gaming platform, and is Co-founder of start-up August, a next generation home entry system.

His other collaborations with renowned partners such as Herman Miller, GE, Puma, PayPal, SodaStream, Samsung, Issey Miyake, Prada and many others have received international acclaim. Béhar's works are included in the permanent collections of museums worldwide, and he is a frequent speaker on design, sustainability and business topics.

Jawbone

UP2, already the slimmest and lightest wearable on the market, has been reimagined with a new rope-style strap, making it look even smaller on the wrist. The rope-like TPSIV rubber band with a polished metal hook is a new style that is extraordinarily comfortable and graceful. The open strap gives more breathability on the wrist, while looking complimentary next to a watch or jewelry. In line with our philosophy that technology should be discreet, it doesn't take over the wrist, and instead lives harmoniously with different fashion and individual taste. The curved aluminum top shields are laser etched with delicate patterns that reflect the mood of the color choices: concentric rings for the gold, purple and turquoise finishes, circular crossings for champagne and beige tones, cross-hatched for gunmetal and black, diagonal striations for silver.