Fitbit is exiting the cheap smartwatch race, and this brand could replace it

It pains me to say this but Google like that Fitbit is killing its brand. With the Versa and Sense smart watch series to end With the future of the Inspire and Charge series uncertain, there’s now a huge opportunity for another company to enter and dominate the affordable smartwatch market. The question is; who will it be?

One obvious answer is Amazfit, which currently offers a wide range of wallet-friendly smartwatches, including an $89 smartwatch. Amazfit Bip 5and affordable fitness trackers Amazfit Band 7 – which also happens Best fitness tracker under $50. Amazfit even has a good quality, subscription-free app smart ring It is available for $199.

A less obvious option is armitronA US-based company launched its first smartwatch models this fall. Technically, Armitron has been in the wearable technology industry since 1975, but you’d be forgiven for not knowing the brand until now.

Headquartered in Little Neck, New York, the brand has been making affordable wristwatches for nearly half a century and is now diving headfirst into the world of entry-level smartwatches.

Two Armitron smartwatch models on a blue cutting mat with several Fitbit models on the side of the image

(Image credit: Dan Bracaglia/Tom’s Guide)

The brand’s smartwatch offerings, which include Apex, Eclipse, Matrix, Sync, and Quantum, all range from $55 to $75. This series puts Armitron squarely in Amazfit’s territory. So can Armitron’s devices compete?

I’ve been testing the Armiton Matrix watch for a few days now and beyond that it looks very much like a watch. Apple Watch SEBuild quality and features are on par with similar options from Amazfit. The companion app is also comparable to Amazfit’s app, although it’s a bit basic. Zepp Health app.

The wearable device can track a wide variety of workouts and also includes sleep and women’s health tracking, mirrored smartphone notifications, bluetooth Music control and voice support for virtual assistants like Alexa. On the healthy living side, it monitors your heart rate, can measure blood oxygen saturation, and offers sleep tracking, calorie tracking and step counting features.

A user's wrist showing heart rate from Apple Watch Ultra 2 (69 bpm) and Armitron Matrix smartwatch (66 bpm)

(Image credit: Dan Bracaglia/Tom’s Guide)

A quick comparison of my heart rate with the Matrix Apple Watch Ultra 2 resulted in similar results. SpO2 measurements also appear accurate. I took measurements at three different points throughout the workday and got the following results: 99%, 98% and 99%.

Of course, Armitron is not the only mechanical watch brand that has stepped into the smartwatch world. Fossils famously made these about ten years ago. He quit his job last winter.. So why do the decision makers at Armitron think their fates will be different? To find out, I chatted with Armitron CMO Marisol Tamaro to gain insight into the family-run company’s strategy in the smartwatch space.

Why is Armitron getting into smartwatches and why now?

“Our smartwatches are available at prices that make them accessible to everyone. It’s the perfect combination of technology, style and value.”
— Marisol Tamaro

Marisol Tamaro: We saw an opportunity to meet our consumers’ need for a more affordable, yet stylish and highly functional smartwatch. As connectivity and health continue to be top of mind for many people, our smartwatches provide them with everything they need to support an active lifestyle and monitor their daily health while staying connected.

Just like our traditional watches, our smartwatches not only look great but are available at prices that make them accessible to everyone. This is the perfect combination of technology, style and value from a brand that people have known and trusted in the watch industry for the last 50 years.

Google is discontinuing the Fitbit brand. What role does this play into Armitron’s approach to the fitness tracker/smartwatch space?

Tamaro: Unfortunately, fitbit has failed to pivot and innovate to meet consumer demand for a holistic wearable technology solution. Our Armitron smartwatches are designed to be accessible to everyone and offer a wide range of benefits and technical features to help consumers stay connected and manage their health.

How will you compete with the many brands on Amazon that also sell budget smartwatches and fitness trackers?

Tamaro: What makes us different is that Armitron is a known and trusted brand in the watch industry. People feel confident in purchasing smartwatches from Amitron because of our reputation and track record of providing high quality, reliable and stylish solutions.

Who are your customers for smart watch models such as Eclipse and Matrix?

Tamaro: The end consumers of our smartwatch models are those who desire the comprehensive functionality of a watch. apple watch but at a more affordable price from a brand they know and trust.

Two Armitron smartwatch models on a blue cutting mat with several Fitbit models on the side of the image

(Image credit: Dan Bracaglia/Tom’s Guide)

How do you ensure the accuracy and precision of your fitness and health measurements? Has Armitron partnered with other brands to help with this, or have you developed the technology in-house?

Tamaro: To go past.

Can you tell us a little about the women’s health tracking features in Armitron’s newest smartwatches?

Tamaro: The women’s health tracking feature in Armitron smart watches makes it extremely easy to manage your menstrual cycle. Tracks cycle days, menstrual days and last cycle day.

You will also receive reminders such as the day before your estimated period when ovulation begins, peaks, and ends. The app has a calendar for easy tracking, and notifications go directly to the smartwatch. This feature is designed to help our customers stay informed while keeping things organized and simple.

What makes Armitron different from other budget-focused smartwatch manufacturers?

Tamaro: What makes Armitron different is the intertwining of brand and family. We started and still continue as a family owned and operated business. Our brand values are rooted in the values of our founder, Mr. Gluck, and they serve as our guiding principles in everything we do. When rebranding, it was important for us to preserve our heritage and these principles, while also laying the groundwork for future growth and expansion.

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