Misfit's new website and logo indicate a shift in focus

Misfit’s website has been revamped with a new logo, a few new things for sale, and a hint at a new direction.

The wearables company was among the first to bring fitness bands and smartwatches to market.Misfit devices like the Misfit Shine, Misfit Ray, and Misfit Phase foreshadowed what was to come.

Fossil Group bought the company for a cool $260 million about five years ago. We’ve seen a couple of new timepieces since then. This comprises the Misfit Vapor and Misfit Path collections.

The Misfit Vapor X was the company’s most recent timepiece, released two years ago. If you look at their social media profiles since then, you’ll find that there has been almost no activity.

This isn’t the first time a corporation has dropped out of the wearable tech competition. When the Misfit website vanished over a month ago, that’s exactly what we thought was going on. However, it has returned today.

Is Misfit taking a different path?

The new website has a completely new logo, which you can see below. A couple of the older items are still available for purchase. If you click on one of the images, you’ll be sent to a buy page. We didn’t see this at first and assumed the company’s smartwatches were no longer available.

Misfit’s new website and logo indicate a shift in focus.

According to the website:

“Join our mailing list to be the first to know when we’re going to release something fantastic.” “Be forewarned, things may turn strange.”

There’s a video that goes along with it that introduces Misfit Makers. It also means “shaking things up,” “growing, changing, and evolving,” and “growing, changing, and evolving.”

So, what exactly is going on here?

According to the company’s website, it is “creating a new platform for creation.” This includes “pop culture dialogue” and collaborations with well-known musicians. Watches are also mentioned. So it’s evident that the company intends to keep making wearables. They will, however, be of a different kind.

Instead of mass-manufacturing watches, Misfit appears to be concentrating on producing limited-edition timepieces and tech accessories. A space for both producers and collectors.

It’s understandable if this is the new direction. When Misfit first launched over a decade ago, there was very little competition in the wearable market. The same cannot be stated for the current scenario.

As a result, standing out from the crowd is becoming increasingly challenging. Sensor technology is becoming more affordable and accessible by the day. We now have major players like Apple, Samsung, and Google in the game, as well as a slew of low-cost Asian smartphones. It’s no surprise that Swiss watchmakers are struggling to break even.

Misfit hasn’t released a new wearable in over two years. But don’t be surprised if they start releasing limited-edition clocks in the coming months. Possibly a large number of them. Misfit is now part of the Fossil Group, which means they have the financial and technical resources to focus on carving out a niche for their goods.

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