Armitron Celebrates 50 Years and Dives into the World of Smartwatches, Considering the Possibility of a Smart Ring.

Armitron, the renowned watch company, has surprised the world by launching its first smartwatch this year, despite having participated in the digital age for nearly five decades. Marisol Tamaro, CMO of Armitron, discusses the journey the brand has undergone, which saw significant growth in the 1970s, 1980s, and 1990s, but has remained relatively quiet in recent years. On the occasion of the company’s 50th anniversary, Tamaro points out that there is an opportunity to revitalize the brand.

Founded in 1975 as part of E Gluck Corp by Eugen Gluck, a Holocaust survivor, Armitron made its mark with its first LED watch, although it was not the first on the market; that honor belongs to Pulsar, which launched the first digital watch in 1972. However, Armitron's gold watch, with a robust design and a small strip of red plastic that displayed the time, became a coveted item in its heyday.

Despite this initial launch, Armitron was not known for its innovation, but rather for its variety of LCD, quartz, and mechanical watches, focused on fashion and affordability. Currently, the majority of Armitron watches cost less than $200, standing out for offering luxurious-looking watches at more accessible prices. With its new line of smartwatches, the company is following the same approach. For instance, the Connect Matrix retails for $75 as an alternative to the Apple Watch.

Tamaro explains that while Armitron is not a technology-driven company, they do express themselves in the design and aesthetics of their watches. Reflecting on the introduction of their first LED watch, she emphasizes that their goal has always been to be innovative yet accessible. Over the years, Gluck was able to change the industry standard with watches that included features such as radios and calculators.

The watch industry has changed since Apple launched its watch in 2015, becoming the undisputed leader in the smartwatch market. Armitron, which positioned itself among the top five watch manufacturers in the U.S. in 1999, shows a clear intention to adapt to these new trends. Tamaro mentions that the company is still defining its approach in this new territory. Although the smartwatch segment is currently small in their portfolio, it is expected to grow.

As Armitron moves forward, there is room for expansion in its product line. While the company has revamped some of its classic LED watches, such as the $60 Griffy Watch, its focus is on balancing the brand’s heritage with modernity, offering products that evoke nostalgia but with contemporary features. The executive also suggests that there is growing interest in traditional or more novel-style watches, inviting people to disconnect from current technology.