Fitbit Blaze is a fitness-focused smartwatch

Fitbit Blaze

Fitbit doesn’t want to adopt Android Wear and is instead pursuing smartwatches with its own platform. Like the Surge, the newly announced Blaze runs Fitbit’s proprietary software designed to make and keep users fit, while keeping up with their (in)activity, sleep and heart rate.

Beyond “pure tracking,” the Fitbit Blaze will also help users make the most of their workouts, featuring smart notifications, FitStar Personal Trainer integration, automatic exercise recognition, and curated content. Also, the device will deliver notifications from a compatible smartphone (iOS, Android and Windows) — including calls, texts, calendar alerts, social networking updates, and so on; while allowing users to, say, accept or reject a call by tapping a button on Blaze’s color touchscreen.

Beyond tracking, the Blaze will also help users make the most of their workouts with smart notifications, FitStar integration, automatic exercise recognition, and curated content.“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,” James Park, CEO and Co-Founder of Fitbit, said in a statement. “Fitbit Blaze delivers a combination of innovative features that were carefully selected with intention and purpose, designed to motivate and offer a fitness experience that is more effortless and more useful with advanced guidance and coaching.”

Specs wise, the Blaze sports a color touchscreen, a GPS receiver, a heart rate monitor (with PurePulse technology), a battery that will work for up to 5 days on a single charge, as well as movement sensors. The software can sing along a number of sports and fitness activities, including biking, cardio, running, weights, yoga and more; while providing relevant, real-time performance stats to help you get the most out of each workout.

The watch is described as “a sleek, versatile timepiece” that can be personalized with interchangeable bands made from genuine leather, stainless steel and high-performance elastomer; and different frames that house the tracker unit.

Fitbit Blaze is now up for preorder for $199.95 at and at major North American retailers, including Amazon, Best Buy, Brookstone, Dick’s Sporting Goods, Macy’s, Sports Authority, Target, and Verizon, with global retail availability starting in March 2016. It will be available with black, blue, and plum bands at introduction, along with a collection of premium accessory bands and frames.