LAS VEGAS — When Garmin launches a $600 smartwatch just a few weeks before Apple is about to introduce its category killer, the company must be pretty confident.
Here at International CES, Garmin is showing off its new line of Fenix 3 Sports Watches — multisport fitness trackers with built-in GPS that can pair with a smartphone to show various alerts and notifications. It comes in three models, including the handsome Sapphire, which has a hard sapphire crystal face. It’s a beauty, but surely doomed, right?
When asked if Garmin was worried about the Apple Watch, due to be launched sometime this spring, a spokeswoman confidently said absolutely not. She explained that Garmin’s watches are unapologetically outdoor fitness devices built for sportspeople who want a watch to do very specific things — track workouts – and aren’t interested in beaming heartbeats or sending emojis.
“They are purpose-built,” she said, gesturing at the display. “They’re built for hiking, biking and running. Garmin has been in the wearables market for 10 years. We’re not worried at all.”.