Google has officially announced the end of Fitbit-branded smartwatches, marking a significant shift in its wearable strategy following the $2.1 billion acquisition of Fitbit in 2021. This move signals Google's intent to consolidate its smartwatch offerings under the Pixel Watch brand, while still maintaining Fitbit's presence in the fitness tracker market.

The End of an Era

Sandeep Waraich, senior director of product management for Pixel Wearables, confirmed to Engadget that there will be no more Fitbit-branded smartwatches in the future. This decision affects popular models like the Versa and Sense lines, which have been well-regarded for their fitness tracking capabilities and affordability.

Fitbit's Legacy Lives On

While Fitbit smartwatches are being phased out, the brand will continue to exist in other forms:

1. Fitness Trackers: Google plans to maintain Fitbit's presence in the minimalistic, long-lasting tracker category, which includes devices like the Inspire and Charge series.
2. Technology Integration: Fitbit's health and fitness tracking algorithms have been incorporated into the Pixel Watch lineup, combining Google's AI expertise with Fitbit's data capture and processing capabilities.
3. New Products: Google recently launched the Fitbit Ace LTE, a wearable designed for children, indicating ongoing development in certain product categories.

This image highlights the evolving fitness tracker technology that Fitbit will continue to promote, reflecting the brand's ongoing legacy in personal health monitoring

The Future of Google Wearables

With this strategic shift, Google aims to streamline its smartwatch offerings while leveraging Fitbit's strengths:

• Pixel Watch as Flagship: The Pixel Watch series, now in its third generation, will be Google's primary focus for advanced smartwatch features and Wear OS integration.
• Fitbit for Fitness: Simpler, fitness-focused devices will continue under the Fitbit brand, maintaining its reputation for long battery life and ease of use.
• AI and Health Tech Synergy: Google is combining its machine learning capabilities with Fitbit's health monitoring expertise to enhance the overall user experience.

What This Means for Consumers

For Fitbit fans and potential smartwatch buyers, this change brings both challenges and opportunities:

• Limited High-End Options: Those seeking Fitbit-branded smartwatches with advanced features will need to consider alternatives like the Pixel Watch or competing brands.
• Continued Support: Google has committed to supporting existing Fitbit products and customers, ensuring that current devices will remain functional.
• Evolving Ecosystem: Users can expect a more integrated Google wearable ecosystem, with Fitbit's health tracking capabilities enhanced by Google's software prowess.

As the wearable market continues to evolve, Google's decision to focus on the Pixel Watch while maintaining Fitbit's core strengths in fitness tracking reflects the company's strategy to compete more effectively against rivals like Apple and Samsung in the smartwatch space.

This image represents advanced smartwatch options available to consumers, reflecting the shift they may need to consider following the discontinuation of Fitbit-branded smartwatches