Although still in the early stages of diffusion, smartwatches represent the most popular type of wearable devices. Yet, little is known why some people are more likely to adopt smartwatches than others. To deepen the understanding of underlying factors prompting adoption behavior, the authors develop a theoretical model grounded in technology acceptance and social psychology literature. Empirical results reveal perceived usefulness and visibility as important factors that drive intention. The magnitude of these antecedents is influenced by an individual’s perception of viewing smartwatches as a technology and/or as a fashion accessory. Theoretical and managerial implications are discussed.