Google has confirmed that it will no longer produce smartwatches under the Fitbit brand. Instead, the company will focus on developing its Pixel Watch series for future smartwatch offerings. Sandeep Waraich, Product Management Director for Google Pixel Watch and Fitbit Trackers, stated in an interview that customers desired “something discreet” with a minimal feature set and longer battery life.
As a result, Google will continue to develop wearables under the Fitbit brand, but these will be simpler tracker devices rather than full-fledged smartwatches. While current Fitbit smartwatch models like the Sense 2 and others will still be available for purchase, it remains uncertain if these devices will eventually be discontinued or lose support over time. Meanwhile, Google will concentrate its innovation efforts on the smartwatches under the Pixel Watch series.
This move may not come as a surprise to some Fitbit customers who have noticed a recent decline in the quality of the user experience since Google acquired the company in 2021.
Google shifts focus to Pixel Watch
The integration of Fitbit’s health and fitness software into Google’s wearables has led to a rebranding strategy that prioritizes the Pixel name while incorporating Fitbit tracking features.
Fitbit fans may be disappointed by this news, as the brand has long been cherished for its affordable and durable smartwatches. Models like the Versa 2 and Versa 3 were highly popular due to their built-in features, long battery life, and budget-friendly prices. The future of older Fitbit smartwatch models remains uncertain, and many users are concerned about the potential loss of support for their devices.
Additionally, some fans are unhappy with Google’s decision to lock certain health data behind a paywall through the Fitbit Premium subscription service. As Google shifts its focus to the Pixel Watch series, the decline of the Fitbit smartwatch brand marks the end of an era in the wearable technology market. Only time will tell how this change will impact the overall direction of the Fitbit brand under Google’s guidance.
