At CES 2026, the wearables industry witnessed a crucial turning point with the collective trend moving toward niche building rather than offering one device for all, according to a new report from Counterpoint Research.
In smartwatches , Amazfit and Motorola are directly challenging tech giants by prioritizing multi-week battery life and premium features at value prices. Additionally, strategic partnerships, such as Moto’s collaboration with Polar, highlighted the focus on specific consumer segments. Pebble’s return highlighted growing demand for minimalist, notification-first watches .
The industry, previously dominated by smartwatches , is now increasingly focusing on other device types, namely smart rings and fitness bands, with smart rings receiving notable attention this year, according to Counterpoint.
Finally, fitness bands such as Luna Band and Speediance Strap are entering the market with non-subscription models, providing consumers more options beyond the subscription-based Whoop-dominated market. Here are key highlights from Counterpoint’s report:
° Battery Life Over App Ecosystems: A move toward simple operating systems and e-paper displays, like the Moto Watch and Pebble Round 2, focuses on multi-week battery life instead of the app-heavy features of Wear OS or WatchOS .
° Wearables as AI Inputs: Devices are changing from passive trackers to specialized active AI tools, with the Pebble Index 01 and Vocci AI ring focusing on voice recording and meeting notes rather than traditional health tracking.
° No Subscription Models: Brands like Luna and Pebble address subscription fee concerns by offering complete hardware solutions with no recurring monthly fees, positioning them as direct challengers to Whoop ‘s subscription model.
° Clinical Trust Through Partnerships: Tech companies are working with medical and sports science firms. For example, Motorola has partnered with Polar to prove its data is accurate and to build trust in the health market.
