The latest Oura Ring is now the smallest smart ring on the market, while the prior version gets a price cut that could pressure rivals and reshape upgrade timing.

The smarter move for Oura is not just making the ring smaller - it's proving premium hardware can still justify premium pricing in a crowded wearable market.

The creator of The English leverages star power and 1970s nostalgia to anchor the BBC's latest high-stakes prestige play.