Misfit wants a piece of the smartwatch pie.
The San Francisco-based wearable technology company, which was acquired by Fossil Group last year and has a handful of wearable sensors and trackers, will today unveil the Misfit Phase Hybrid Smartwatch.
The timepiece combines the design of an analog watch with the functionality of a smartwatch, and tracks metrics such as steps, distance and sleep duration and quality. The watch face provides notifications and feedback such as text, call, app notifications and movement reminders. Users can view activity, alarm and notification data using “an interplay” of the watch hands, a small color window and vibrations. The Misfit Phase also has a button that works as a remote to perform functions such as controlling the user’s music, taking pictures with a smartphone and advancing slides in a presentation.
Like other Misfit products, such as the Misfit Ray and Shine 2, the Phase has a six-month battery life and is water resistance up to 50 meters.
“Watches are the fashion-credible predecessor of wearable technology, and Misfit Phase showcases both the evolution of the wearable technology space and its convergence with the world of fashion accessories,” said Misfit general manager Preston Moxcey.
The Misfit Phase has a polished stainless steel body with a satin aluminum shroud. It is offered in six colorways, and works with any 20 mm field-band, although Misfit does offer its own in-house designed straps. The watch becomes available Nov. 7 on Misfit.com for $175.
Since buying Misfit, for $260 million, Fossil has introduced smartwatches and other wearable tech devices from brands such as Chaps, Diesel, Emporio Armani, Fossil, Kate Spade New York, Michael Kors and Skagen.
This new smartwatch is the highest-priced item from Misfit to date. This summer, the company expanded its Misfit Ray activity tracker offerings with additional accessories and stainless steel Rays with leather that are priced at $119.99.
Moxcey told WWD earlier this year that the Fossil relationship has been key in getting Misfit access to the broader jewelry and watch market. Fossil’s well-defined supply chain has helped the brand get placement among traditional watches at Macy’s.
“The demand and breadth are really there,” Moxcey said. “Fossil provided the marketplace.”
According to research from The Smartwatch Group, Misfit has been somewhat in the shadow of Fitbit and Jawbone, but its products have quickly found its customer base. Apple Watch is still the leading smartwatch maker.
Earlier this year, eMarketer’s Ramon Llamos told WWD that smartwatches manufacturers are increasingly emphasizing style, experimenting with which functions are most desired among consumers, and allowing the wearer to customize the design, as they are being made to mimic the look of an analog watch.