The wearable market is huge. Tech companies like Samsung and Google are betting that wearable computers, a la smartwatches, will be the next big thing for consumers as interest in smartphones dies down. Nissan, via agencies TBWA G1 and TBWA Helsinki, seems to be thinking in much the same way.

"Nismo," is a concept watch designed specifically for Nissan Nismo drivers. Unveiled at the Frankfurt Motor Show, the watch will let drivers monitor vehicle efficiency, access vehicle performance data, capture biometric data (via a heart rate monitor), and even receive messages from Nissan.

The watch is part of Nismo Lab, a bespoke mobile lab that tests biometric training tools to help Nissan Nismo racecar drivers, by measuring their heart rhythms and brainwaves to monitor fatigue, concentration and emotional levels.