It’s been a strange few years for Fitbit. After defining the fitness tracking space, the company was a little behind the smartwatch trend, but was still able to ride that wave until a bounce. But while watches have received most of the press the now Google-owned company has garnered in recent years, bracelets still make up a substantial part of its business.
Today, Fitbit announced the arrival of Luxury. It’s a weird product. There is certainly a market for this, but it’s hard to say how much of a niche was talking about here. The company called its target demo, “a unique set of buyers whose needs weren’t met.” Specifically, the product is a “trendy” tracker for people who are looking for something a little nicer than a plastic bracelet to wear.
Frankly, it’s hard not to see some reflections from Misfit’s take on the category. Perhaps the Fossil-owned business was ahead of its time. At $ 149, the device is priced between the Charge and the Versa, but decidedly closer to the old one. That is, it’s expensive in the grand scheme of fitness trackers, but more or less in line with other Fitbit products.
It’s, indeed, a nice tracker, as far as it goes, with a color touchscreen surrounded by a stainless steel casing. This is paired with a wide range of accessories, from leather to golden stainless steel.
Here’s James Park, co-founder and CEO of Fitbit (under Google):
Over the past year, we’ve had to think differently about our health – from keeping an eye out for possible symptoms of COVID-19 to dealing with the ongoing stress and anxiety of today’s world. Even as we are starting to see positive changes, managing your holistic health has never been more important. That’s why we have resolutely launched products to help you stay mentally healthy and physically active. We’ve made major technological advancements with Luxe, creating a smaller, thinner, and beautifully designed tracker with advanced features – some that were previously only available with our smartwatches – making these tools accessible to even more people in the world. the world.
It is certain that physical and mental health has been a priority over the past year, although the number of steps has dropped considerably. The device sports the usual line of Fitbit sensors, monitoring activity, sleep and stress. It also works with a number of mindfulness / meditation apps, including the company’s recently announced partnership with Deepak Chopra.
The band is on pre-order starting today and begins shipping in the spring.