RIP Fitbit smartwatches – an end we could see coming a mile away

The Fitbit Versa 3 from the front showing the time
The Fitbit Versa 3 is due a successor (Image credit: Future)

Update 02/25: this article has been amended to include a source, that Google was allegedly ending Fitbit watches based on a quote provided to EnGadget.

Anyone who’s been following TechRadar’s Fitbit coverage knows that the brand has been in a slow decline ever since Google first purchased it in 2019. From criticisms over the app redesigns to leaked health data scandals to axed community features, Fitbit has had its fair share of woes over the last few years.

This week, Google unveiled its new Google Pixel Watch 3 at the Made by Google 2024 event, which showcased Google’s latest and greatest hardware. The Google Pixel Watch 3 is a true smartwatch, stuffed with features and boasting many of Fitbit’s best features, including its Daily Readiness Score. Usually available only for Fitbit Premium subscribers, Pixel Watch 3 owners get it absolutely free.

Unfortunately, we also saw some sad news for Fitbit fans: the Pixel Watch 3’s announcement spelled the end for other Fitbit smartwatches. Google quietly confirmed to EnGadget that there would never be another Fitbit Sense or Versa model produced. From now on, Fitbit-branded devices will be relegated to Google’s best fitness trackers: the Fitbit Inspire, Luxe, and Charge ranges. The smartwatch form factor would be exclusively reserved for the Pixel Watch line.

This is sad news. Fitbits were among the best cheap smartwatches you could buy: they lasted longer than most traditional smartwatches do today, and people loved the form factor. I know of at least three people in my everyday life who aren’t techie at all, who wear Fitbit Versa models they’ve had for years, and they love them. The Fitbit Versa 2 and 3, in particular, were very well received, and the Versa 3 hung onto the top spot of our best Fitbit guide for years after its introduction.

Fitbit Versa 4, Sense 2 and Inspire 3

(Image credit: Fitbit)

The Versa 2 was a lovely watch that debuted in 2019, and likewise, it was something I recommended to many people a long time after its debut. It used to get down to around $140 / £120 / AU$200 in the Amazon Prime Day and Black Friday sales events, and at that price, it was a veritable steal. Even then, it had a built-in Alexa voice assistant, notification functionalities, 24/7 heart rate tracking, and (crucially) 4-day battery life.

It looked quite Apple-Watchy with a rectangular physical button instead of a digital crown, which only added to its appeal: plenty of people looking for a reputable smartwatch, that couldn’t afford an Apple model, bought these as a substitute thanks to Fitbit’s system-agnostic approach to devices.

Unfortunately, the Fitbit Versa 4 and Fitbit Sense 2 weren’t as well-reviewed. It was missing any way to control your music, with no music apps supported at all. The Charge 6, the next Fitbit device released, supported YouTube music. The Pixel Watch line, on the other hand, supports YouTube music on-device and can control plenty of music apps, including Spotify, Deezer and Pandora, on your phone.

This was the first indication that Fitbit’s smartwatches were being systematically squeezed out of the frame in favor of Google’s Pixel Watches. Once Google completed its acquisition in January 2021 and debuted its first Pixel Watch in 2022, the Versa and the Sense watches were holdovers of a bygone era.

It’s clear now Google finished up those projects that were already in development by Fitbit’s team, released them with gutted features to drive more Fitbit customers towards the Pixel Watch family of devices, and has declined to produce any more devices.

Just like the Pebble before it, Fitbit watches are now consigned to wearable history. If you already have one at home, treasure it, because you won’t be getting another one - perhaps go for a walk and log 10,000 steps in its honor.

UPDATE, 19 August: A Google spokesperson reached out to provide TechRadar with the following statement:

"We are very committed to Fitbit, and even more importantly to the customers that use and depend on those products and technology. It's also worth noting that many of the health and fitness features we launched in Pixel Watch 3 were because of Fitbit's innovation and ground-breaking fitness advancements. In addition, we just launched Fitbit Ace LTE, and you’ll continue to see new products and innovation from Fitbit."

You might also like

Matt Evans
Fitness, Wellness, and Wearables Editor

Matt is TechRadar's expert on all things fitness, wellness and wearable tech. A former staffer at Men's Health, he holds a Master's Degree in journalism from Cardiff and has written for brands like Runner's World, Women's Health, Men's Fitness, LiveScience and Fit&Well on everything fitness tech, exercise, nutrition and mental wellbeing.

Matt's a keen runner, ex-kickboxer, not averse to the odd yoga flow, and insists everyone should stretch every morning. When he’s not training or writing about health and fitness, he can be found reading doorstop-thick fantasy books with lots of fictional maps in them.

Read more
Pebble Family
Pebble is back! The iconic smartwatch is returning with its OG founder and 'hackable' software
Fitbit Versa 3 and Charge 5 on techradar background
The best Fitbit 2025: Band-style fitness trackers and smartwatches from Google
Fitbit Versa 3
'It lasts less than a day' – Fitbit users furious over update that crushes battery life
Garmin Forerunner 265
It's only a matter of time before Garmin ditches its old MIP screens entirely, and I'll be sorry to see them go
Google Pixel Watch 3 side dial and button
Google Pixel Watch 3's potentially life-saving Pulse Detection feature finally gets cleared for launch in the US
A Google pixel Watch 3 on a green background with text saying Don't Miss next to it.
The Google Pixel Watch 3 falls to under $300 at Amazon
Latest in Health & Fitness
Curaprox Hydrosonic Pro electric toothbrush
Curaprox Hydrosonic Pro review: A powerful seven-mode, Swiss-made sonic brush
Garmin Fenix 8 AMOLED watch on wrist
I’m a Garmin expert: here are 5 things I change on every Garmin watch straight away
Garmin Instinct 3 in Neotropic Green
"I'm an idiot": Garmin user reveals how fixing one setting completely changed their training after months of making no progress
A garmin forerrunner 55 on an orange background with the phrase lowest price
Sprint! The best cheap Garmin for runners is back down to its lowest-ever price
Man in bed checking smart watch
I love my Garmin watch, but there's one health feature I've always wished it had
NordicTrack Ultra 1
The new NordicTrack Ultra 1 treadmill looks like it was designed by an architect and costs $15,000
Latest in Opinion
Apple CEO Tim Cook delivers remarks before the start of an Apple event at Apple headquarters on September 09, 2024 in Cupertino, California. Apple held an event to showcase the new iPhone 16, Airpods and Apple Watch models. (Photo by Justin Sullivan/Getty Images)
The big Siri Apple Intelligence delay proves that maybe we really don't know Apple at all
Racks of servers inside a data center.
Modernizing data centers: an efficient path forward
Apple iPhone 16 Pro Max REVIEW
Apple Intelligence is a fever dream that I bet Apple wishes we could all forget about
Asus ROG Ally using Steam
I think Asus could be the perfect partner for an Xbox handheld – but I have questions
Hands typing on a keyboard surrounded by security icons
The psychology of scams: how cybercriminals are exploiting the human brain
A person using a desktop computer.
The role of automation in achieving sustainability goals