Google Launches Preorders for Fitbit Edge, Starting at $179.99 — Update

By Elias Schisgall

Google is taking orders for the newest version of its Fitbit wearable activity tracker, called the Google Fitbit Edge, with prices beginning at $179.99.

The device officially launches in stores Oct. 27.

The company described the product as somewhere between the Fitbit Air and the Pixel Watch smartwatch. "It's small and comfortable but also a powerful daily companion that's designed to help you reach your wellness goals," Google said Monday.

The device features real-time workout guidance and intelligent activity tracking, as well as a revamped user interface and a larger screen than previous generations. It also comes with a replaceable battery.

The release comes as Google competes for a share of the growing market for consumer health wearables, facing up against Apple Watches and devices from privately held companies including Whoop and Oura.

Both Whoop's and Oura's devices lack displays, and instead send data to a separate dashboard. Google in May began shipping the Fitbit Air, a similarly screenless wristband priced at $100.

Research from Circana shows an 88% increase in fitness tracker purchases between 2024 and 2025, The Wall Street Journal reported in May.

Some analysts and investors, however, have raised questions about the durability of the trend, according to The Journal. Fitbit itself went public in 2015 and reached a market capitalization of nearly $10 billion, but was acquired by Google for around $2.1 billion in 2021.

Oura was eyeing an initial public offering for this year, but shelved the plan last month, citing conditions in the initial public offering market market.

Write to Elias Schisgall at elias.schisgall@wsj.com

(END) Dow Jones Newswires

October 12, 2026 13:24 ET (17:24 GMT)