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The Fitbit Blaze retails for 19999 Photo courtesy Fitbit Photo courtesy Fitbit.
New products such as the Blaze (pictured) comprised 70 percent of Fitbit's revenue in 2016, according to earnings released Wednesday. Over two-thirds of the brand's annual sales occurred in the United States.

Fitbit Debuts Blaze Smart Fitness Watch at Consumer Electronics Show

The Fitbit Blaze is billed as a "smart fitness watch" that will help to make the most out of a workout.

Fitbit, San Francisco, took aim at the Apple Watch by revealing its newest fitness device Tuesday at the Consumer Electronics Show in Las Vegas.

The Fitbit Blaze, which retails for $199.99, is billed as a "smart fitness watch" that will help to make the most out of a workout with versatile design elements and smart notifications. The device is available for presale today and will be available in global retailers starting in March.

"One of the first things we learned in this industry is that fitness is personal – and if something isn't your style, you won't wear it," Fitbit CEO and Co-Founder James Park said in a statement. "With Fitbit Blaze, we pushed the boundaries of what's possible to create a beautiful, versatile device that can be customized to fit your personal style – while packing a powerful fitness punch to help you reach your goals."

Fitbit's stock traded down over 12 percent in late Tuesday trading on the New York Stock Exchange at $26.15 per share after hitting a new low of $25.52. Tuesday's low was the lowest price per share since Fitbit's June 2015 initial public offering.

"On the plus side, the $199 device has a number of enhanced fitness features and a battery life of up to five days, better than most devices on the market," S&P Capital IQ analyst Angelo Zino wrote in a note, according to MarketWatch. "However, we believe the price point may prove to be too high for a device that will not offer access to third-party apps, unlike other smartwatches."

Fitbit led the worldwide wearable device market in the third quarter of 2015 with a 22.2 percent share and 4.7 million units shipped, according to the International Data Corporation. Apple ranked second at 18.6 percent.

Fitness features highlighting the Blaze are:

  • FitStar Personal Trainer on-screen workouts deliver guided instructions and animated images to three of the most popular personal trainer workouts from FitStar: Warm It Up (8 minutes), 7 Minute Workout, and 10 Minute Abs. Each workout is free and can be accessed at any time with no app or smartphone required.
  • Connected GPS helps users train smarter by delivering real-time exercise stats such as distance, pace and minute-mile split times when connected to a smartphone's GPS. After each workout, stats sync wirelessly to the Fitbit dashboard to let users review their route, speed and elevation in more detail.
  • PurePulse continuous, wrist-based heart rate tracking helps maximize any training routine with simplified heart rate zones to help users maintain workout intensity and better track calories burned during each workout. PurePulse also provides all-day insights into overall health, including resting heart rate and heart rate trends over time without a chest strap.
  • Multi-sport mode records specific activities such as biking, cardio, running, weights, yoga and more while providing real-time performance stats. PurePulse is enhanced while in multi-sport mode for better heart rate tracking, especially during high intensity workouts.
  • SmartTrack automatic exercise recognition automatically recognizes and records continuous movement activities such as biking, hiking and running, with general categories for aerobic workouts and sports.

“There’s three things we really focused on when designing the Blaze: Making it the smartest product we’ve launched, the most stylish, and from a fitness perspective, the most motivating,” Park recently told Fortune.

Fitbit Blaze also has a focus on fashion and personalization with premium interchangeable bands made from leather, stainless steel and elastomer. The Bluetooth capable device can accept or reject phone calls on compatible smartphones and has on-screen controls for music playlists and volume. Fitbit said the Blaze can last five days and nights on a single charge.

Fitbit's announcement Tuesday follows what appeared to be a strong holiday sales season. Its app was the most-downloaded on Apple's App Store on Christmas Day, according to mobile app tracker App Annie.

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