The wearable wars are going screenless.
What’s happening: Garmin launched the CIRQA Smart Band, a screen- and subscription-free wearable — adding to its smartwatch lineup.
Lock in. Beyond endurance athletes, CIRQA targets wellness consumers, creating a new funnel to personalized health insights while challenging WHOOP and Oura’s subscription-first model.
Defined by its data, not displays, it joins others like Fitbit and Amazfit entering screenless straps.
Upgrade. After fitness revenue jumped 42% last quarter, Garmin added AI coaching, circadian rhythm scores, Natural Cycles integration, and now a screenless band — evolving from performance tracking toward a Personal Health OS.
Looking ahead: As screenless becomes standard, competitive advantage shifts to AI-powered guidance, premium services, and lasting consumer relationships.
