Fitbit introduces the new Fitbit Luxe, its slimmest tracker ever.


Fitbit Introduces Luxe Fitness Tracker, Partnership With Gorjana

Fitbit debuts its slimmest tracker ever with a range of bands, including a bracelet style courtesy of the Laguna Beach jewelry company.

clock April 19, 2021Adriana Lee

Fitbit Alta


Google Acquisition of Fitbit Approved by EU Regulators

The tech giant will be required to make certain “commitments” in order for the deal to be completed.

clock December 17, 2020Kali Hays

Fitbit Versa 3.


Japan to Join U.S., Europe in Big Tech Antitrust Scrutiny

Japan’s Fair Trade Commission is set to look into potential market abuses by Big Tech — perhaps starting with the $2.1B Google-Fitbit deal.

clock October 19, 2020Adriana Lee

Image from the Fitbit X Victor GLemaund Collaboration


Fitbit Unveils Band Collaboration With Victor Glemaud

Each band is priced at $39.95.

clock September 10, 2020Thomas Waller

Fitbit Alta


Google’s Fitbit Acquisition Hits EU Roadblock

European regulators are not easing scrutiny of Big Tech. Facebook, Amazon and Apple are all facing their own EU investigations.

clock August 4, 2020Kali Hays



The Slow Roll of Connected Fashion

Why isn’t smart apparel a thing yet?

clock December 19, 2019Adriana Lee and Evan Clark

Product render of Fitbit Versa 2 inbox and Special Edition family.


Google Supposedly Eyeing Fitbit Acquisition

Google is allegedly angling to scoop up Fitbit. Could a Pixel watch, perhaps packed with a little Fossil tech, be far behind?

clock October 28, 2019Adriana Lee

Product render of Fitbit Versa 2 inbox and Special Edition family.


Fitbit Introduces Versa 2 Smartwatch With Alexa

Fitbit’s latest smartwatch comes with better hardware, new health and fitness features…and Amazon Alexa built-in.

clock August 28, 2019Adriana Lee

vitbit versa smartwatch wearable


Fitbit to Send Data to Doctors Using Google’s Cloud

Fitbit trackers and Google’s cloud join forces, giving Apple Watch’s health-care bid a run for its money.

clock April 30, 2018Adriana Lee

Fitbit devices


Despite Leading in Wearables, Fitbit to Lay Off 6 Percent of Employees

The maker of increasingly diverse fitness trackers reported on Monday that growth is down and it would be laying off 110 employees.

clock January 30, 2017Maghan McDowell

Fitness trackers feature high consumer abandonment rates – how to curb this behavior.

Marketing and Promotion

How to Instill Activity Trackers as an Everyday Item

Consumers are on the fence about fitness trackers, often abandoning wearables due to frustrating operating systems, inaccuracy and just plain boredom.

clock December 27, 2016Elizabeth Doupnik

Fitbit Alta

Mergers and Acquisitions

Fitbit Acquires Pebble Software, Employees

The fitness tracker-maker did not acquire Pebble’s smartwatches, and Pebble will shut down operations.

clock December 7, 2016Maghan McDowell

Fitbit Flex

Accessory Trends

Apple Watch Falters While Basic Wearables Gain Ground

The IDC reports that basic wearables from Fitbit are winning, while advanced fitness trackers and smartwatches are struggling.

clock December 5, 2016Maghan McDowell

Pebble smartwatch

Mergers and Acquisitions

Fitbit Seen Acquiring Pebble, Investors Yawn

One of the first popular smartwatches, Pebble set records in 2012 as the most successful Kickstarter campaign in history.

clock December 1, 2016Maghan McDowell

Fitbit Flex 2 offerings.


Basic Wearables Surpass Smart Alternatives in Q2 Shipments

In lieu of the new Apple Watch model, Fitbit and Xiaomi dominate orders.

clock September 8, 2016Elizabeth Doupnik

Load More Arrow


Today's Must Read

Balenciaga did a range of accessories hacked from Gucci and its GG canvas.


Kering Net Profit Jumps 159.5% in H1 as U.S., Asia Sales Rebound

clock July 27, 2021Joelle Diderich

WWD logo Global Stock Index

Business Page right arrow