Fitbit announces the Blaze

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To a fanfare of publicity, Fitbit unveiled the Fitbit Blaze smart fitness watch – its latest addition to the wearable portfolio.

Fitbit says the Blaze is a smart fitness watch built to help you make the most of your workouts, with a versatile design to fit your personal style, and the smart notifications that matter most. It features:

· Enhanced fitness features like FitStar™ by Fitbit® on-screen workouts, Connected GPS, PurePulse®heart rate tracking, and SmartTrack™ automatic exercise recognition help motivate and push your fitness further

· A slim design, easily interchangeable bands and frames, and a beautiful, color touchscreen with a variety of clock faces to fit your personal style

· Smart notifications that matter most, like call, text and calendar alerts, so you can stay connected to what’s important, and a long battery life of up to 5 days allows you to keep up with your life, day and night.

Interestingly, its price is half that of an Apple Watch – $199 – but so far Wall Street seems unimpressed, with Fitbit shares down 7% after the announcement.