Is Apple the first brand that pops into mind when you think of wearable technology? It might be—especially now, when the launch of the Apple Watch is less than two months away. What a device it will be! It will keep your hands completely free, and its interactive “face” will do much more than give you the time. Navigate its screen, and you’ll store and play your music…send and receive messages, calls and recordings… pay your bills using Apple Pay… control your Apple TV… remotely control many of the smart devices in your house…get information about the weather and your health, including your heart rate and your glucose levels.

You may have also thought of other brands associated with smartwatches and fitness trackers… for instance, Fitbit. Its new Surge smartwatch will include GPS even when it’s not linked to your smartphone. Or you may have thought of their other traditional competitors, like Samsung, Casio, LG, and Motorola.

Did you associate the term “wearable technology” with brands that produce revolutionary eyewear? Then, you may have thought of Google Glass, which overlays information on top of the world you see, or Oculus Rift, which takes you away from that world and transports you into a realm of virtual reality.

Technology is also being incorporated into fabrics these days, and brands you know well are producing textiles that are hardly believable. Intel has produced a little gizmo called the “Edison chip.” It’s basically a computer designed to be worn—and it’s actually more powerful than current smartwatches. According to wareable.com, it has a “dual-core Intel CPU, 1GB RAM and 4GB of onboard storage, along with WiFi, Bluetooth 4 and USB support.” What does it do? Embedded into a garment, it can tell your mood, light up when someone gets too close to you, snap pictures of your surroundings, track your attention level, and let people know when you’re too busy to speak with them.

Now… you may want to wear this fabric… but you may not want to adorn yourself in something designed by Intel. That’s why the company has teamed up with Dutch designer Anouk Wipprecht, whose task it will be to combine high tech and high fashion.

He will not be alone. Quite a number of brands you would NOT associate with engineered devices are starting to incorporate technology into their wearable products. On February 4, John Idol, chief executive of Michael Kors, announced that the company would introduce wearable tech in its line this year… but not in time for New York Fashion Week. He did not say whether Kors’ current associates at Fossil would be partnering with them in this new initiative.

Other design houses involved in wearable tech include Diane Von Furstenberg, who has created new frames for Google Glass, and Ralph Lauren, who has fashioned a bag with an internal LED light and USB port. Even the high-end blingmeisters at Swarovski are getting into the act: in partnership with Misfit, they have created a much flashier version of the fitness tracker “Shine,” for which you will be able to buy crystal-studded accessories.

During 2015, you’ll see many, many well-known brands enter this new and unfamiliar marketplace… but before you applaud their innovation too enthusiastically, keep in mind that other firms have started working on devices that will render wearable tech obsolete. A watch-sized computer on your wrist is certainly an amazing thing… but wouldn’t it be much less clunky to have a similar device implanted under your skin?

Yes. That’s on the way too.