What happened to Pebble?

Pebble was a smartwatch developed by Pebble Technology Corporation and was the brainchild of Eric Migicovsky. After initial success, the company ran out of funds and had to declare bankruptcy after almost four years in operation. The watch was funded by a $10.3 million Kickstarter campaign – the largest such campaign at the time – with the first watches shipped to backers by January 2013. Approximately 400,000 units were sold in the following year, increasing to nearly two million by 2016. Pebble suffered from cash flow issues with many purchase orders still outstanding after the Fitbit acquisition. It also failed to secure enough funding to develop a health-based smartwatch, allowing Apple to move in with its superior pedigree.

Introduction of PebblePebble Technology Corporation, commonly known as Pebble, was a pioneer in the smartwatch industry. The company was founded in 2012 by Eric Migicovsky and launched a Kickstarter campaign to fund its first smartwatch, the Pebble Smartwatch, in 2012. Pebble gained significant attention and became one of the earliest success stories of crowdfunding. The Pebble Smartwatch offered features like customizable watch faces, notifications, and app integration, setting the stage for the growing smartwatch market.
Initial Success and InnovationPebble achieved remarkable success through its Kickstarter campaign, raising over $10 million from backers who were eager to support the development of the smartwatch. The company continued to innovate, releasing subsequent models like the Pebble Steel and Pebble Time. Pebble’s devices were known for their long battery life, compatibility with both iOS and Android, and an active developer community that created apps and watch faces for the platform. The company played a significant role in popularizing the concept of a smartwatch as an extension of one’s smartphone.
Competing in a Growing MarketAs Pebble enjoyed early success, it faced increasing competition in the smartwatch market. Established tech giants like Apple, Samsung, and Google entered the arena with their own smartwatch offerings. These companies had substantial resources and the ability to integrate their smartwatches with their existing ecosystems. While Pebble’s focus on simplicity and affordability appealed to some consumers, it struggled to keep up with the marketing and features offered by larger competitors. The smartwatch market became increasingly crowded and competitive.
Financial ChallengesPebble faced financial challenges as it attempted to compete in the evolving smartwatch landscape. The company relied on multiple Kickstarter campaigns to fund its products, but sustaining this crowdfunding model proved difficult over the long term. Additionally, Pebble’s decision to remain an independent platform rather than aligning itself with a major smartphone operating system limited its growth potential. As larger tech companies dominated the smartwatch market, Pebble found it increasingly challenging to secure the necessary funding and maintain profitability.
Acquisition by FitbitIn December 2016, Pebble announced that it would cease its hardware operations and transition to a software-focused approach. The company faced financial difficulties, including layoffs, and was unable to continue manufacturing smartwatches. Fitbit, a leading wearable fitness technology company, acquired key assets of Pebble, including intellectual property and personnel, for an undisclosed amount. The acquisition allowed Fitbit to tap into Pebble’s talent pool and technology to enhance its own smartwatch offerings.
Legacy and Open SourceAlthough Pebble as a standalone company came to an end, its legacy lived on in the open-source community. Pebble released its smartwatch operating system, known as PebbleOS, as open-source software. This move allowed independent developers to continue creating and maintaining watch apps and firmware for existing Pebble devices. The Pebble community remained active, and many users continued to enjoy their smartwatches long after the company’s acquisition by Fitbit. The Pebble experience became a testament to the potential for open-source hardware and the strength of a dedicated user base.
Impact on the Smartwatch IndustryPebble played a pioneering role in the smartwatch industry by demonstrating the demand for wearable technology and innovative features. While the company itself faced challenges and ultimately transitioned into Fitbit, its influence on the market was significant. Pebble’s emphasis on simplicity, affordability, and customization left an imprint on subsequent smartwatch designs. The rise of crowdfunding campaigns for consumer electronics, including smartwatches, can also be traced back to Pebble’s successful Kickstarter campaigns. The smartwatch industry continues to evolve, with Pebble contributing to its early development and shaping consumer expectations for wearable technology.
ConclusionPebble’s journey reflects the rapid evolution and competition in the smartwatch market. Despite facing challenges and ultimately being acquired by Fitbit, the company’s innovative spirit and dedicated user community left a lasting impact. The story of Pebble highlights the complexities of competing in the tech industry, where smaller startups can disrupt established markets but may also face difficulties sustaining their success in the face of larger competitors. The smartwatch landscape continues to evolve, building on the foundation laid by Pebble and other early pioneers in wearable technology.


Pebble was a smartwatch developed by Pebble Technology Corporation.

The watch was funded by a $10.3 million Kickstarter campaign – the largest such campaign at the time – with the first watches shipped to backers by January 2013.

Approximately 400,000 units were sold in the following year, increasing to nearly two million by 2016.

However, Pebble was acquired by Fitbit for $40 million in December 2016 after the company announced it would no longer manufacture, support, or honor the warranties on its products.

The company’s intellectual property and software engineering team was absorbed into Fitbit, with the remainder left out of work.

Pebble developed a reputation for going against the grain in the smartwatch industry. Designers favored simple watches with e-ink screens and long battery life over high-resolution displays with sophisticated features.

Unfortunately, this point of difference did not help the company remain viable long-term. To find out why do read on!


With prices starting at $99, the Pebble watch was attractive to consumers. It was waterproof and the relatively primitive screen worked well under a variety of light conditions.

However, there were some usability issues. The watch was cumbersome because it needed multiple apps to connect with a smartphone.

Connectivity itself was also unreliable, reducing the long battery life marketed as a unique feature of Pebble watches. What’s more, the first versions did not have scratch-resistant glass.

Most crucially, the Pebble worked better on Android than it did iOS, which alienated Pebble’s mostly iPhone-based target audience.

Poor product positioning

Pebble misjudged the smartwatch market by focusing on productivity and third-party innovation and not health and fitness. As a company still reliant on crowdfunding, this error would prove costly.

In response, the company began Kickstarter campaigns for new products aimed at the fitness crowd including the Pebble Core and Pebble Time 2.

Both products were due to launch in early 2017 with thousands of backers, but the company could not reach its funding goal. It also failed to secure any interest from private equity funds and other investment groups.

Former CEO Eric Migicovsky highlighted the misstep in an interview, noting that “We did not get this in 2014 – if we had come out then as the smartwatch fitness wearable, maybe it would have been different.

Supply chain difficulties

A lack of funding also made it difficult for Pebble to pay its Taiwanese suppliers during 2015. 

In some instances, suppliers would contact Pebble regarding outstanding purchase orders and receive no response. Some of these orders remained unpaid even as Fitbit took over the company in late 2016. 


Apple also entered the smartwatch market shortly after Pebble. Initially, it also failed to recognize the potential of a health and fitness wearable – instead of marketing its smartwatch as an iPhone that could be worn on the wrist.

In the end, the market was not as big as Apple and Pebble had envisioned. With its superior brand and product-building experience, Apple quickly secured what little market share existed.

Key takeaways:

  • Pebble was a smartwatch developed by Pebble Technology Corporation and was the brainchild of Eric Migicovsky. After initial success, the company ran out of funds and had to declare bankruptcy after almost four years in operation.
  • Pebble watches had usability issues with alienated its target audience of iOS users. The company was also overly optimistic about the size and potential of the smartwatch market.
  • Pebble suffered from cash flow issues with many purchase orders still outstanding after the Fitbit acquisition. It also failed to secure enough funding to develop a health-based smartwatch, allowing Apple to move in with its superior pedigree.

Quick Timeline

  • Pebble was a smartwatch developed by Pebble Technology Corporation and funded through a record-breaking Kickstarter campaign of $10.3 million.
  • The watch gained initial success, selling nearly two million units by 2016, but faced usability issues, including connectivity problems and limited compatibility with iOS devices.
  • Pebble misjudged the smartwatch market by focusing on productivity and third-party innovation instead of health and fitness, which proved to be a costly mistake.
  • The company faced supply chain difficulties and cash flow issues, leading to unpaid purchase orders from Taiwanese suppliers and eventually declaring bankruptcy after being acquired by Fitbit.
  • Apple’s entry into the smartwatch market with a focus on health and fitness further impacted Pebble’s chances of success, as Apple’s brand and product-building experience allowed it to secure more market share.

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