Fitbit aims to Blaze fitness trail with new smartwatch

It comes with one of the textured rubber bands familiar to Fitbit customers, in black, plum, or blue, and you can purchase additional rubber straps, real leather bands, and a metal bracelet to swap in if those are more your speed.

Fitbit will be hoping its new Fitbit Blaze fitness tracker will grab market share from rival Apple watch.

Angelo Zino, an analyst working with SP Capital IQ, pointed out in a note to investors the price could be too high for a device that does not offer access to applications developed by third parties like other smart watches. It offers an array of fitness tracking features including FitStar (a guided personal trainer of sorts), continuous heart rate tracking, a multi-sport mode that lets the wearer record specific activities like running, biking, weights, yoga and so on and SmartTrack, a feature that automatically recognizes and records continuous movement activities. Motorola is pegged to have the most stylish smartwatch but it’s hard to certify it as a quality fitness partner.

Daniel Ives, managing director of FBR Capital Markets Research, told BBC News that Fitbit’s move into the smartwatch market is uncertain.

The Blaze, priced at $200, has a battery life of about five days and nights on a single charge, compared to Apple Watch’s 18 hours. But if you want something that looks like the latter but functions like the former, then you might as well get the newest member of the Fitbit family, the Blaze. It can track your steps, heart rate, and sleep, but unlike the Fitbit Surge it doesn’t include Global Positioning System. It provides on-screen controls for playlists and volume when playing music. Users can accept or reject calls directly from Fitbit Blaze. While the Fitbit Blaze draws a bit from the Apple Watch, it has its own elements and yes the Fitbit Blaze is a watch that remains focused on Fitness.

The Fitbit Blaze is now available for pre-order via Fitbit and will go on sale January 6 via Fitbit’s larger retailers such at Amazon, Best Buy, and Target in the United States.