Fitbit focuses on fashion with new activity tracking device, Fitbit Alta

By Aditi Pai

Fitbit has launched a new activity tracking device, called Fitbit Alta, which it calls its most stylish to date. The device is available for preorder now and is expected to ship in early March.

“Fitbit Alta will turn heads as our most fashionable device yet,” Fitbit CEO James Park said in a statement. “The attractive, versatile design of this new fitness tracker fits seamlessly into daily life – from the gym to the office to a night out. Alta features the everyday tracking Fitbit is known for, along with innovative and purpose-built features that push users to do more.”

The device offers exercise recognition, all-day activity tracking, call, text, and calendar alerts, as well as a clock. Fitbit Alta also offers a feature new to Fitbit devices, called reminder to move. This offering, similar to Apple’s Stand feature, aims to help users stay active and reduce stationary time by prompting them to reach a mini-step goal of 250 steps per hour. Fitbit says this number of steps is equivalent to between two and three minutes of walking.

The device costs $129.95 and comes in four different colors. Users can purchase additional bands that cost $29.95 for the classic style, $59.95 for premium hyde leather straps, and $99.95 for stainless steel. The stainless steel band is expected to ship this summer and Fitbit has announced a gold bangle that will launch later this year.

Fitbit also said that its fashion partner, Tory Burch, will come out with accessories specifically for the Fitbit Alta soon.

This is the second device Fitbit has announced this year. Last month at CES, Fitbit launched a device, called Blaze, which offers some of the functionality of a smartwatch. Blaze has a color display and offers on-screen workouts, powered by FitStar, a company Fitbit acquired last year. Similar to Surge, the device also provides users with workout summaries, call and text notification, and music control, GPS tracking, offers continuous heart rate monitoring, and keeps tabs on sleep.

In other Fitbit news: a few weeks ago, three plaintiffs representing the nationwide class of all customers that purchased Fitbit Charge HR or Fitbit Surge devices, the two wearables that include heart rate tracking, sued Fitbit. The plaintiffs claim the heart rate tracking is inaccurate to a dangerous degree.