New sports watch: 220 euros cheaper than Garmin – and its equal in many ways

Chinese tech firm Amazfit is making a bold move into the competitive sports watch market by partnering with Hyrox, a rapidly expanding fitness phenomenon. The three-year deal names Amazfit the "Global Wearable Technology Partner" for Hyrox, aiming to leverage the trend's popularity.

The company's strategy appears to be offering high-performance devices at significantly lower price points. Its premium model, the Cheetah 2 Pro, retails for 450 euros. This positions it as a considerably more affordable option compared to top-tier offerings from established giants like Garmin and Apple. For instance, it is approximately 220 euros cheaper than comparable Garmin watches and notably less expensive than Apple's Ultra model.

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What do you do when you make something that works very well and is glaringly cheaper than the competition – but nobody even glances at it? Why? Because the market leaders are so established that you remain invisible in their shadow.

Despite its competitive offerings, Amazfit, a brand from Zepp Health, faces a significant challenge in market penetration. Since its launch in 2015, the brand has struggled to gain widespread recognition, often remaining in the shadow of dominant players like Garmin and Apple. This lack of visibility means many potential customers are unaware of its capabilities, even when the products perform comparably.

To overcome this hurdle, Amazfit is strategically aligning itself with Hyrox. This fitness competition, which combines strength and endurance disciplines, is currently experiencing explosive growth globally. By associating with Hyrox, Amazfit aims to instantly reach a target audience that values brand image alongside product performance. The partnership is designed to boost visibility and establish credibility, particularly for consumers who prioritize the perceived status of their fitness gear.

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Amazfit has secured the title 'Global Wearable Technology Partner' of 'Hyrox' for three years.