Fitbit made waves in the wearable tech market with its recent announcement that it sold over one million Blaze smartwatches within the first month of its release. Alongside this, the company also sold more than a million Alta activity trackers, marking a significant milestone in its product line.
Fitbit’s Chief Business Officer, Woody Scal, expressed the company’s excitement about the strong demand for both the Blaze and Alta, highlighting their ability to innovate in the wearables space. “The positive response to both Blaze and Alta reinforces Fitbit’s leadership position in the global wearables category,” Scal said.
This success came as a bit of a surprise to many. Just months before the release, Fitbit’s standing in the market seemed uncertain. When the Blaze was first introduced at the Consumer Electronics Show in January, it faced skepticism. Investors expressed concern that the Blaze lacked the features necessary to differentiate it from competitors, especially with the crowded smartwatch market. At the time, Fitbit’s stock dropped by 18% as the news also coincided with a lawsuit alleging inaccuracies in Fitbit’s heart rate monitors, particularly during intense exercise. However, Fitbit dismissed the lawsuit, stating it lacked merit.
The Blaze, priced at A$329.95, tracks the same core data as Fitbit’s more affordable wristbands. However, its sleek square design targets the Apple Watch crowd or those looking for a similar device at a more accessible price. Unlike the Apple Watch, the Blaze doesn’t come with built-in GPS, so users must rely on their smartphones for accurate distance and mapping during activities like running or cycling.
For gym-goers and casual runners, the Blaze offers an attractive and functional smartwatch. With features such as phone notifications, a long battery life (up to five days), an optical heart rate sensor, and customizable straps, it delivers on both style and substance.
Fitbit’s success was evident, with the Blaze topping Amazon’s smartwatch and heart rate monitor categories, receiving over 1,200 reviews, 83% of which were four- or five-star ratings. The company’s rapid sales growth places the Blaze as a formidable competitor in the smartwatch space, especially when compared to the Apple Sport Watch, which starts at A$429.00. While Apple has not disclosed exact sales numbers for the Apple Watch, reports indicated strong sales, especially in the month of December. Still, Fitbit’s Blaze positions the company as a major player in the smartwatch market.
