“This idea of functional, approachable, yet stylish coming together in one product was really rising to the top with consumers,” continued Swift. So it began initial designs with that in mind, but soon realized the pandemic pressed another issue for consumers: affordability. According to the company’s research, some fitness tracker owners weren’t wearing their devices every day because they weren’t stylish.
Swift called the jewelry brand the right partner at the right time. But its partnership with Gorjana is different. Plus, Fitbit offers a luxurious amount of battery life in comparison, rated at five days, packed into a tiny unit.įitbit is no stranger to fashion, having worked with Tory Burch, Public School, Vera Wang, Adidas, PH5 and others.
For the money, customers get some of the advanced features expected of full smartwatches, like a color touchscreen, ambient light sensor and functions like stress management tools, automatic activity and sleep tracking, in addition to notifications and compatibility with iOS and Android. While that’s not cheap, it’s far less than an Apple Watch Series 6. It’s priced that way, too, starting at $150, which includes six months of Fitbit Premium. In fact, by its aesthetics, Luxe seems to be aiming for the Apple Watch crowd - or at least those who would be, but want something smaller or don’t require a full smartwatch. If there’s any influence from new parent company Google, which completed its acquisition of Fitbit in January, it’s not immediately evident. The platinum stainless-steel Luxe with leather double wrap in earth gray croc.
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