Fitbit are a niche company and fitness watches is what they do. (Clue's in the name). However, I've no interest in a smart watch just to tell me I haven't taken enough exercise. But the devices from all companies seem to be aimed at the joggers. And none seem to have anything that I would welcome on my wrist. I'm sure they could find something to design in, (?) but the focus on fitness has made them complacent.