Fossil smartwatch takes aim at the fitness market dominated by Apple Watch

Fossil Q Control takes aim at the fitness market.Fossil Q Control takes aim at the fitness market.

Fossil has unveiled its first ever swim-proof touchscreen smartwatch with optical heart rate monitor.

The Fossil Q Control, which goes on sale in select UK stores at the beginning of December for £279, is the most fitness-friendly model to date.

“The word fitness has evolved almost as much as the word watch (especially with the launch of smartwatches), but for most consumers they are committed to integrating both their watch and a healthy lifestyle into their daily routine,” says Steve Evans, Fossil’s executive vice-president.

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“For some fitness can mean triathlons, for others it means setting a daily intention, or taking 10 minutes to go for a walk outdoors. Regardless of your activity, we know our Fossil fans have a range of interests and staying healthy and being mindful to achieve balance is a high priority.

“It was critical for our smartwatches to help them get closer to their goals, which is why we are so excited to bring more fitness focused functions like heart rate without compromising the integrity of our smartwatch designs.”

The lightweight watch has a full-round touchscreen dial with sport-inspired digital faces, a unique ‘colour picker’ allowing the user to personalize each face to their style or attire, and the brand’s first virtual touch bezel on the edge of display, allowing for easy and intuitive navigation.

The strap is a two-tone silicone sport strap, and like all Fossil Q watches, includes quick release pins for easy interchangeability.

Q Control runs on Android Wear 2.0, which features downloadable third-party apps and watch faces, user-friendly notifications and messaging, and help from Google Assistant. Customers can use Google Fit as well as other third party apps to track fitness goals.

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