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

It pains me to say this, but Google is destruction of the Fitbit brand. With Versa and Sense smartwatch lines folding With the future of the Inspire and Charge lines unclear, there is now a huge opportunity for another company to break into and dominate the affordable smartwatch market. The question is, who will it be?

One obvious answer is Amazfit, which already offers a wide range of wallet-friendly smartwatches, including some for $89. Amazfit Bip 5and affordable fitness trackers such as Amazfit Group 7 – what it turns out best fitness tracker under $50. Heck, Amazfit even has decent quality and a free subscription. smart ring offered for $199.

However, a less obvious option is Armitronan American company that released its first smartwatch models this fall. Technically, Armitron has been in the wearables business since 1975, although you could be forgiven for not knowing about the brand until now.

Headquartered in Little Neck, New York, the brand has been making affordable watches 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, several Fitbit models to the side of the image.

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

All of the brand’s smartwatch offerings, including the Apex, Eclipse, Matrix, Sync, and Quantum, range from $55 to $75. This range puts Armitron squarely in Amazfit territory. So, can Armitron’s devices compete?

I’ve been testing the Armiton Matrix watch for a few days and it feels very much like a watch. Apple Watch SEThe build quality and features are on par with similar Amazfit options. The companion app, although quite basic, is also comparable to the Amazfit app. Zepp Health app.

The wearable can track a huge range of workouts, and also offers sleep and women’s health tracking, smartphone mirroring notifications, Bluetooth music control and voice support for virtual assistants such as Alexa. On the health front, it monitors your heart rate, can measure blood oxygen saturation, and also offers sleep tracking, calorie tracking, and step counting.

The user's wrist shows the heart rate readings of the Apple Watch Ultra 2 (69 beats per minute) and the Armitron Matrix smartwatch (66 beats per minute).

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

A quick comparison of my heart rate between The Matrix and Apple Watch Ultra 2 led to similar results. SpO2 measurements also seem to be accurate. I took readings at three different points during the workday and got the following results: 99%, 98% and 99%.

Of course, Armitron isn’t the only mechanical watch brand to dip its toes into the smartwatch space. Fossils were known to produce them almost a decade ago. calling it quits last winter. So why do Armitron supporters think their fate will be different? To find out, I spoke with Armitron CMO Marisol Tamaro to get some insight into the family-owned company’s smartwatch strategy.

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 address our consumers’ need for a more affordable yet stylish and highly functional smartwatch. With connectivity and health still important to many, our smartwatches give them everything they need to maintain an active lifestyle and monitor their daily health while staying connected.

And just like our traditional watches, our smartwatches not only look great, but they’re also available at prices that make them accessible to everyone. It is the perfect combination of technology, style and brand value that people in the watch industry have come to know and trust over the past 50 years.

Google is phasing out the Fitbit brand. How does this impact Armitron’s approach to fitness trackers and smartwatches?

Tamaro: Unfortunately, Fitbit failed to pivot and innovate to meet consumer demand for a holistic wearables technology solution. Our Armitron smartwatches are designed to be accessible to everyone and offer a wide range of benefits and tech features that help consumers stay connected and take charge of their health.

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

Tamaro: What sets us apart is that Armitron is a well-known and trusted brand in the watch industry. People are confident in purchasing Amitron smartwatches because of our reputation and track record of providing high quality, reliable and stylish solutions.

Who are your customers for smartwatches like Eclipse and Matrix?

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

Two Armitron smartwatch models on a blue cutting mat, several Fitbit models to the side of the image.

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

How do you ensure the accuracy and reliability of fitness and health metrics? Has Armitron partnered with other brands to help with this, or did you develop the technology yourself?

Tamaro: Pass.

Can you tell me a little more about the women’s health tracking features in Armitron’s latest smartwatch?

Tamaro: The women’s health tracking feature in Armitron smartwatches makes managing your menstrual cycle very convenient. It tracks cycle days, menstrual days, and the last day of the cycle.

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

What sets Armitron apart from other budget smartwatch brands?

Tamaro: What sets Armitron apart is that the brand and the family are closely intertwined. We started and remain a family business. Our brand values are based on the values of our founder, Mr. Gluck, and serve as our guiding principles in everything we do. As we rebranded, it was important to us to preserve our heritage and these principles, while also setting the stage for future growth and expansion.