• In an interview with Engadget, Google confirmed the focus for Fitbit will be on trackers.
• The prospect of a Fitbit-branded smartwatch is all but gone.
• The recently revealed Pixel Watch 3 will be the company’s go-to smartwatch option.

Ever since Google acquired Fitbit at the beginning of 2021, the future of the American company has been difficult to decipher.

Earlier this year it officially stopped selling new hardware in South Africa, and it has been two years since the company has announced a new smartwatch.

With last night’s Made by Google event revealing the Pixel Watch 3 as the company’s flagship wearable, what does this mean for Fitbit-branded products? According to recent interview with Engadget, not good news for any fans of Fitbit devices.

“Pixel Watch is our smartwatch part of the portfolio,” emphasised senior director of product management for Pixel Wearables, Sandeep Waraich, when asked by the publication regarding the prospect of a future Fitbit smartwatch.

“He confirmed that moving forward everything from Fitbit would focus on the more minimalistic, long-lasting trackers the brand has become synonymous with,” added Engadget’s Cherlynn Low.

Waraich went on to note that the Fitbit smartwatch has evolved into the Pixel Watch, which is now in its third iteration. “Pixel Watches are our next iteration of smartwatch for Fitbit,” he said.

As for what the company will focus on now that Google is taking care of the smartwatches side of things, he noted that the Inspire lineup of products is where Fitbit will be directing its efforts, adding that, “trackers is where users clearly tell us they want something discreet.”

“They want longer battery life, they want a simple experience and we are very proud of our Inspire line,” he continued.

With Fitbit now reduced to only making fitness trackers moving forward, only two questions remain.

One, will Google now plan to launch the Pixel Watch series in countries where Fitbit formerly had presence? And two, when will the Fitbit arm of the wearables business be shuttered for good?

Answers to either have not been disclosed officially at the time of writing, but it’s clear that in a few years time, Fitbit as a wearables brand will no longer exist.