Fitbit targets smartwatch mass market with new Versa device

Tuesday 13 March 2018 | 18:23 CET | News

Fitbit has launched a new mass-market smartwatch called the Fitbit Versa, as well as a smartband activity tracker aimed at kids. 

The Fitbit Versa will go on sale from April at Verizon and major retailers in North America, at a recommended retail price of USD 200. The lightweight metal watch comes with the Fitbit OS 2.0 with a new dashboard to track health and fitness, including functions such as heart rate tracking, onscreen workouts, and automatic sleep stages. 

The watch boasts a battery life of 4+ days and also comes with on-device music support using Bluetooth headsets. Fitbit will soon add customised quick replies for notifications from an Android phone, and a special edition of the Versa launching in the US will also come with a NFC chip to support payments over Fitbit Pay. 

The company said the device "fills a critical need in the market", offering a full-featured, well-designed smartwatch at a competitive price. The Versa price is a third less than the latest version of the Apple Watch. 

Fitbit also introduced the Fitbit Ace, a smartband aimed at kids 8 and older. Ace tracks steps, active minutes and sleep, has up to 5 days of battery life, and comes with an adjustable, showerproof wristband in two bright colors. It provides encouragement to be active, and with the new Fitbit family account, parents also can control who their kids connect with in the Fitbit app and track their activity. Ace will launch from Q2 for USD 100. 

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