Google Announces Fitbit Luxe Tracker

Posted on April 19, 2021 by Paul Thurrott in Fitbit with 10 Comments

Fitbit is set to launch its first new product after being acquired by Google, a fashion-forward fitness and wellness tracker called Fitbit Luxe.

“Fitbit Luxe is a fitness and wellness tracker designed to help you take a more holistic approach to your health and wellness, all while staying fashion-forward,” Fitbit’s Kelsey Maloney writes. “Luxe offers the motivation and support to help take control of your health with everything from your Stress Management Score to sleep tracking to Active Zone Minutes and more, all in an elegant bracelet so you can focus on your goals without sacrificing your look.”

Fitbit Luxe is a high-end fitness tracker as opposed to a smartwatch like Fitbit Versa or Sense, and it differentiates itself from Fitbit’s other trackers with its elegant design. It uses an advanced metal injection molding process and is available in three colors: graphite, platinum, and soft gold. As with other Fitbits, you can swap out its silicone band at any time and change the look with different materials and colors.

What makes Luxe interesting to me, however, is that it’s the first Fitbit tracker to feature bright and easy to see color touchscreen display. This is the key reason I chose a Fitbit smartwatch and were I making the decision today, I might go with the smaller Luxe instead.

Fitbit Luxe is available for pre-order today starting at $149.95.

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Comments (10)

10 responses to “Google Announces Fitbit Luxe Tracker”

  1. samp

    I'm still a bit hesitant to go to google for a tracker - because its a tracker. What will google now not know about me? Though, TBH, I don't think they are getting much that they can't get from a smartphone.

    • red.radar

      In reply to samp:

      I think this is more about google preserving the competitiveness of android ecosystem to the iOS ecosystem. They need a smart watch platform to check the box. If not they bleed more customers to iOS and a platform they don’t control. Thus less tracking


      I agree with your intuition the smartphone has all the data they need about you. The health device is a feature of the garden to keep you entertained and willing to stay

      • Truffles

        In reply to red.radar:

        Agree. All Google related devices and services exist to support only one purpose: Provide a source of data for Google's ad business. Every Apple privacy related feature-tick infects other platforms that need an equivalent feature-tick, and thereby hits Google where it hurts.

  2. Daninbusiness

    This looks nice! Curious to see the reviews. Especially for how the device holds up, if there's anything new/interesting given the new screen, and if Fitbit is keeping their capacitive "it's not a button" button.

  3. scovious

    I would want that level of industrial design but with a button activated voice assistant as well, rather than an always listening one.

  4. mikegalos

    You can tell it's "fashion-forward" because it comes in "graphite, platinum and soft gold" rather than "dark gray, light gray and yellow" and because it's now a fitness and "wellness" tracker.


    Don' t know what really has changed but I'd bet the box it comes in now has two extra layers to "unbox".

  5. navarac

    A Google TRACKER? In the words of Steve Gibson, "What could possibly go wrong?" Anyway, definitely looks designed for the teen-aged market.

  6. cavalier_eternal

    It’s kinda funny, when the Apple Watch came out a fair number of people derided it for taking into account fashion and doing the the seasonal watch band refreshes. Now every wearable maker is shamelessly copying the Apple Watch design. Fitbit, Garmin, Huawei ... Apple just upended and defined the market.

  7. crunchyfrog

    It's much nicer looking than previous designs, however I wonder how the Google acquisition will affect this product line now that Google has taken charge. Will Fitbit devotees still buy or have they moved on already.

  8. Chris_Kez

    The colors, the name, the photos and ad copy on the page all suggest to me they are targeting women with this product.

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