- Garmin has entered the non-display band market with the launch of the Garmin CIRQA.
- The Garmin CIRQA is positioned between premium players like Whoop and value offerings like Google Fitbit Air, with a retail price of US$199.
- Garmin’s strong fitness brand, combined with a one-time purchase model and screenless design, gives it a competitive edge in the category.
- Smart Analytics Global forecasts Garmin to capture around 4% market share in 2026 and 6% in 2027 in the non-display fitness wearable market.
Garmin Expands into the Growing Non-Display Band Segment
Following the launch of non-display bands by Whoop, Google Fitbit, Polar, and Luna, Garmin has now entered the segment with the launch of its own non-display band, the Garmin CIRQA.
The Garmin CIRQA appears to be an all-rounder option in the category. It is neither priced as high as Whoop nor positioned as a value offering like the Google Fitbit Air. Instead, Garmin has placed the device in the middle of the market with a retail price of US$199, allowing it to target health focussed consumers looking for a balance But skewed towards premiumness.
Image 2: Garmin CIRQA
Garmin’s Strong Fitness Brand Creates a Competitive Advantage
One of Garmin’s biggest strengths is its brand positioning in the fitness industry. Garmin has long been known for its advanced fitness tracking capabilities and has established itself as the go-to choice for athletes and serious fitness enthusiasts. This strong brand equity gives the company a competitive advantage as it expands into the non-display wearable category.
Digital Detox Trend Supports Garmin CIRQA’s Positioning
The launch of a non-display fitness band also aligns well with the growing consumer preference for digital detox. By combining Garmin’s industry-leading fitness expertise with a distraction-free, screenless design, the Garmin Circle offers an attractive proposition for users who want comprehensive health insights without the constant interruptions associated with smartwatches.
No Subscription Model Could Be a Key Differentiator
Another factor working in Garmin’s favour is its business model. Unlike Whoop, which operates on a subscription-only model, Garmin follows a one-time purchase approach. Consumers simply buy the device and receive access to all health and fitness insights through the Garmin mobile application without paying recurring subscription fees. In comparison, Google Fitbit Air offers both subscription-free and subscription-based experiences, while Whoop remains exclusively subscription-driven.
Smart Analytics Global Forecast for Garmin CIRQA
At Smart Analytics Global (SAG), we have incorporated Garmin’s non-display band into our market forecast and believe the device has the potential to perform well. While Garmin Circle may not enter the top three in 2026, we forecast it to gradually establish a meaningful presence in the market and capture approximately 4% in 2026 and 6% in 2027. North America and Western Europe are the key regions and will account for more than 75% of the global shipment in 2026.
Image 2: Global Non Display Band Market
