Fitbit is launching its first new product line since the wearables pioneer was acquired by Alphabet Inc.’s Google.
The company is rolling out the Fitbit Luxe, a fitness tracker that it says places more of an emphasis on style and serves as the company’s thinnest touch-screen tracker yet.
The device, which starts at $149.95, comes in a variety of color options, including a black band with a black stainless steel case; a white band with a gold stainless steel case; and an orchid pink band with a platinum stainless steel case. There is also a $199.95 version of the device in gold with a matching stainless steel chain-link bracelet made by designer gorjana.
Fitbit’s Luxe has up to five days of battery life and offers a variety of features common on the company’s devices, such as a sleep score, swim tracking and heart-rate tracking. Fitbit previously introduced a stress-management feature for smartwatch users but now plans to bring this capability to the Luxe and other trackers.
The company is offering six months of its Fitbit Premium subscription service to those who buy the Luxe, which offers access to more advanced breakdowns of things like stress, sleep and health metrics. The Premium service ordinarily costs $9.99 a month or $79.99 a year.
The Luxe will be compatible with devices running Google’s Android operating system and well as Apple Inc.’s
iOS operating system. Users will be able to see call and text notifications but not send replies through either platform.
The deal between Alphabet’s
Google and Fitbit closed in January after European regulators secured concessions about the way that Fitbit health data would be stored and used, though some U.S. officials, including Sen. Amy Klobuchar, D-Minn., have expressed opposition to the combination.
Fitbit announced a revamped version of its children’s tracker, called the Ace 3, back in March, but the Luxe represents the first new product line that Fitbit has rolled out since the deal with Google closed. It’s available for online preorder starting April 19, with worldwide availability expected this spring.
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