Time’s Ticking: Latest Watch & Smartwatch Bombshells (Sept 1

Key Facts

Apple Event Looms: Apple confirmed a September 9 keynote, where it’s expected to unveil Apple Watch Series 11, a long-awaited Watch SE 3, and a higher-end Watch Ultra 3 with rumored satellite connectivity ^[1] ^[2]. The event will be streamed from Cupertino, with the Apple Watch lineup refresh taking center stage.
Samsung Sunsets Tizen:Samsung set a September 30 cutoff for its Tizen OS smartwatches, after which users can no longer download apps from the Galaxy Store – effectively retiring all Galaxy Watch models up to the Watch 3 (2018–2020) ^[3] ^[4]. Downloaded apps will keep working, but once uninstalled, they can’t be reobtained post-deadline.
Garmin Updates Wearables:Garmin began rolling out a major software update to its Fenix 8, Venu X1, Enduro 3 and other models, adding advanced running metrics and training tools that first debuted on its Forerunner 970/570 series ^[5] ^[6]. New features include Running Tolerance and a Smart Wake Alarm, though some pro stats (Running Economy, Step Speed Loss) require Garmin’s new chest strap sensor.
Meta’s Smartwatch Comeback:Meta is reportedly reviving its shelved smartwatch project and may launch an AI-powered smartwatch with built-in cameras at its Connect conference later this month ^[7] ^[8]. The device – developed with manufacturer Huaqin – could feature dual cameras to enable new AR/AI experiences, directly challenging Apple and Samsung with a unique always-on lens.
Luxury Meets Sports: Swiss watchmaker Breitling struck a landmark multi-year partnership with the NFL, becoming the league’s first official timepiece partner ^[9]. To kick off the deal, Breitling unveiled special NFL team edition watches – 32 Chronomat GMTs and 32 Endurance Pros – each bearing team colors and logos, available globally during the 2025 season ^[10]. Breitling will also present custom timepieces to select honorees at NFL events like the Super Bowl and NFL Honors ^[11].
New Pirate-Inspired Watch: Military watch brand Luminox launched a limited-run Navy SEAL “Pirate” watch (model 3050) with a glowing Jolly Roger skull on the dial ^[12]. Limited to 888 pieces, the 44mm Carbonox case watch features 200m water resistance and a constantly illuminated dial via Super-LumiNova and tritium tubes. “In a world where individualism is rare… this limited-edition challenges both [norms],” said Luminox’s product director, calling the pirate motif a symbol of “ferocity, freedom and independence” ^[13].
Expanded Warranties: Japan’s Citizen Watch announced that from October 1, it will triple its global warranty – from 1 year to 3 years – for all Citizen and Campanola brand watches ^[14]. The new international guarantee will cover repairs worldwide (not just the country of purchase), aiming to boost customer confidence and after-sales support.

Smartwatch Launches & Tech Updates

Apple’s Next-Gen Watches: The first week of September buzzed with anticipation for Apple’s upcoming product showcase. Apple officially sent out invites for a September 9 event, confirming that day as the debut for its 2025 Apple Watch lineup ^[15]. Rumors indicate Apple will reveal three models – the flagship Apple Watch Series 11, a rugged Apple Watch Ultra 3, and a refreshed budget-friendly Apple Watch SE 3 ^[16] ^[17]. While the Series 11 is expected to stick to last year’s design, insiders hint at new health sensors (blood pressure monitoring has been whispered) and performance boosts. The Ultra 3, after being skipped last year, is hotly anticipated to include satellite messaging capabilities (similar to Google’s latest Pixel Watch) and a larger display ^[18]. Rounding out the lineup, the SE 3 should inherit advanced features (like Apple’s S9 chip and gesture controls) at a mid-tier price ^[19]. All eyes are on Apple’s keynote next week for how these wearables will push the envelope.

Samsung Winds Down Tizen: In a significant ecosystem development, Samsung’s Tizen operating system for wearables is reaching its end-of-life. Samsung confirmed that after September 30, 2025, the Galaxy Store will stop all app downloads – paid or free – on Tizen-based smartwatches ^[20]. This final phase of shutdown means owners of legacy models (from the 2013 Galaxy Gear up through Galaxy Watch 3 (2020) and all Gear/Galaxy Watch Active variants) will lose the ability to add or re-install apps ^[21]. (Any apps already on the watch will remain usable, but if uninstalled, they’re gone for good.) Samsung had already curtailed Tizen content last year, and this move cements its full pivot to Google’s Wear OS for recent Galaxy Watch generations. The company is nudging remaining users to upgrade to its Wear OS devices – like the new Galaxy Watch 8 line – as the Tizen era officially sunsets.

Garmin’s Feature Drop:Garmin delivered good news for fitness watch users by rolling out a free software update loaded with new features. Initially tested in beta, the update brings the training tools introduced on May’s Forerunner 970/570 models over to more of Garmin’s high-end watches ^[22]. Owners of the Fenix 8 series, Venu X1, Enduro 3 and others will now see enhancements like Running Tolerance, which dynamically gauges how much stress each run puts on your body and recommends weekly mileage limits to avoid burnout ^[23]. Other additions include adaptive triathlon training plans, an “Evening Report” that summarizes your sleep and next-day schedule, and a smart alarm that wakes you at an optimal sleep cycle stage ^[24]. Notably, Garmin also added two advanced running metrics – Running Economy and Step Speed Loss – but accessing those requires pairing the new Garmin HRM‑Pro 600 chest strap sensor ^[25]. Early testers report the data is intriguing for serious runners, if a bit raw. The update is rolling out now via Garmin Connect sync ^[26], ensuring that even year-old devices get cutting-edge capabilities without needing new hardware.

Meta’s Wrist Camera Plans: The wearable tech rumor mill also churned around Meta (formerly Facebook) and its renewed ambitions in smartwatches. According to supply-chain leaks, Meta Platforms has resurrected development of its long-paused smartwatch project and could unveil the device as soon as its Meta Connect conference on September 17–18 ^[27]. Unlike typical fitness-focused watches, Meta’s wearable is said to emphasize cameras and AI. A prototype spotted in 2021 had dual cameras (one front-facing, one detachable) before the project was shelved ^[28]. Now, Meta is reportedly integrating a camera to give the watch augmented reality and computer vision capabilities – effectively an AI assistant on the wrist ^[29]. DigiTimes reports Chinese manufacturer Huaqin is on board as the production partner ^[30]. It’s unclear if Meta will actually showcase the watch this month or just tease it; the timing in reports is a bit contradictory ^[31]. But if it appears, Meta’s device could bring a new twist to the smartwatch wars, potentially allowing hands-free photo/video capture and AR interactions that rival offerings from Apple, Samsung, and Garmin don’t currently match. It’s a development to watch closely (pun intended) as the fall tech reveal season kicks off.

Traditional Watch Industry News

Breitling Teams with the NFL: In a crossover of luxury watches and American football, Breitling announced it has become the official timepiece partner of the NFL – the first deal of its kind for the league ^[32]. The Swiss brand’s multi-year global partnership with the NFL will see Breitling take part in major events (from the 2025 season kickoff to Super Bowl LX and the 2026 NFL Honors) ^[33]. To commemorate the partnership, Breitling revealed two dedicated NFL watch collections. The lines include the classic Chronomat Automatic GMT and the sportier Endurance Pro models, and notably each NFL team gets its own version – 32 different team designs per collection ^[34]. These special editions incorporate team logos and colors on the dials and straps, allowing fans to effectively wear their team pride on their wrist. They will be sold through Breitling boutiques, authorized dealers, and online worldwide during the current NFL season. Breitling CEO Georges Kern called the NFL tie-up “a defining moment for Breitling,” noting that football connects communities and that these watches are meant to be worn with pride and eventually “passed on” as heirlooms reflecting love of the game ^[35]. NFL executives likewise lauded the deal – Renie Anderson, the league’s CRO, said it sets a new standard for the NFL brand and will blend “the bold spirit of Breitling” with the power of the sport to create lasting products and experiences for fans ^[36]. The partnership was launched with a festive tailgate-themed event in New York City featuring VIPs like NFL Commissioner Roger Goodell and Super Bowl champ Eli Manning. For Breitling, which has a history of aviation and motorsports sponsorships, aligning with America’s biggest sports league is a strategic move to boost its profile off the field and capture a new audience of collectors among NFL enthusiasts.

Luminox “Pirate” Watch Launch: Swiss brand Luminox, known for making tough watches for Navy SEALs and first responders, is appealing to adventurers’ rebellious side with a new Limited-Edition Navy SEAL Pirate Watch. Unveiled just in time for WatchPro’s London salon, the watch (part of Luminox’s 3050 Series) is limited to 888 pieces worldwide ^[37]. It sports a 44mm case made of Carbonox (Luminox’s proprietary carbon-reinforced polycarbonate) and a unidirectional dive bezel. True to its name, the dial features a bold Jolly Roger skull-and-crossbones motif at 9 o’clock, coated in Super-LumiNova for an eerie green glow in the dark ^[38]. Thanks to Luminox’s tritium gas tube Light Technology, the pirate emblem and markers will stay illuminated for 25 years without needing an external light charge. The watch is water resistant to 200 meters and is powered by a rugged Swiss Ronda quartz movement, ensuring it can handle high seas or high altitudes alike ^[39]. Luminox is including a matching black velcro strap for durability. In a press release, Pierrick Marcoux, Luminox’s Global Product Director, said the design “fuses [our] military legacy with a dash of rebellious spirit.” The glowing skull, he noted, “symbolizes ferocity, freedom and independence”, and the watch “is made for those who never give up and always push forward” ^[40]. Priced around $595, the Navy SEAL Pirate edition went on sale this week. It’s a novel collectible for watch fans who want a serious tool watch with a fun Pirates of the Caribbean twist – and it’s already causing a stir among Luminox collectors (many of whom are active or former military members).

Citizen Ups the Warranty: In a consumer-friendly move, Citizen Watch Co. announced a significant extension of its warranty program. Effective October 1, 2025, all new Citizen brand watches (as well as its high-end Campanola line) will come with a 3-year international warranty, up from the current 1-year coverage ^[41]. This worldwide guarantee means a customer who buys a Citizen watch in any country will receive repair/service coverage anywhere in the world for three years, regardless of purchase location ^[42]. (Previously, owners generally had 12 months of coverage, often only honored in the original purchase country.) Citizen’s move brings it in line with many Swiss luxury brands that already offer two to five-year warranties. Citizen stated the policy reflects the “much-loved” longevity of its products – from solar-powered Eco-Drive watches that never need battery changes to scratch-resistant Super Titanium™ models – and that it wants customers to “feel confident” in using their watch for years to come ^[43] ^[44]. By extending after-sales support, Citizen aims to bolster its premium image and reassure buyers that even its affordable timepieces are built to last. The change will apply to all purchases from authorized retailers globally starting in October, and updated 3-year warranty cards will be provided with each watch ^[45]. This development, announced on September 1, was welcomed by watch enthusiasts, as longer warranties have become an industry trend signaling a brand’s trust in its own quality. It may also pressure Citizen’s Japanese rivals (like Seiko and Casio) to consider similar warranty extensions to stay competitive.

Other Notable Brand News: In brief, the watch world is also gearing up for the Geneva Watch Days fair, which kicks off September 4 in Switzerland with over 40 brands presenting novelties. Independent watchmakers are set to shine there, thanks to a new “Incubator” program for smaller brands announced by the fair’s organizers ^[46] ^[47]. On the collaboration front, Maurice Lacroix revealed it’s now the official watch partner for FC Basel (a storied Swiss football club), introducing special edition watches for fans – underscoring the ongoing trend of watch brands teaming up with sports teams beyond the U.S. NFL example. And in the fashion world, MB&F’s M.A.D.Editions enlisted British-Nigerian designer Yinka Ilori to create a trio of avant-garde watches, blending haute horology with art – showing that design innovation remains alive and well in traditional watchmaking, even as smartwatches dominate headlines.

Financials & Mergers

Amazon’s Quiet Wearables Acquisition: E-commerce and tech giant Amazon signaled a renewed interest in wearable tech by acquiring AI startup “Bee”, a small company known for its voice-enabled wearable devices. The deal flew under the radar (the terms weren’t publicly disclosed), but reports on Sept 1 revealed Amazon had “quietly acquired” Bee, which sells an AI-powered wristband that resembles a smartwatch ^[48]. Bee’s $49 wrist-worn device uses microphones and machine learning to act as a virtual assistant that listens to the user’s environment and speech to provide contextual help. Amazon’s move comes about a year after it discontinued the Amazon Halo, its fitness band, in 2023 – suggesting Amazon sees future potential in a new class of always-listening, AI-driven wearables ^[49]. Bee’s co-founder Maria Zollo wrote that the team “imagined a world where AI is truly personal… technology that learns with you,” and now that vision will continue at Amazon ^[50]. The acquisition has drawn some privacy scrutiny, since Bee’s gadget effectively monitors conversations and ambient sound continuously. CNBC and TechCrunch noted that companies handle such voice data differently, and it’s unclear how Amazon will manage the sensitive audio streams ^[51]. Bee claims it does not store recordings or use them for training AI without consent, and it allows users to delete their data ^[52]. Even so, consumer advocates are watching closely given Amazon’s history with Alexa recordings. For Amazon, folding Bee into its devices group (likely to work with Alexa or future health wearables) indicates an effort to bolster its ambient computing offerings. It wouldn’t be surprising if an Alexa-powered smart band or an Echo Watch emerges in the future, using Bee’s tech to compete with Google’s Pixel Watch or Apple Watch – but with a unique focus on AI assistant features.

boAt IPO Green-Lighted: In India, one of the fastest-growing watch markets, boAt – the popular maker of affordable smartwatches and audio gear – received regulatory approval to go public. On Sept 2, India’s securities regulator SEBI approved the IPO of boAt’s parent company, Imagine Marketing ^[53]. The company (founded in 2013 by Aman Gupta and Sameer Mehta) is a homegrown success story, dominating the budget wearables and hearables space in India with its fashionable yet low-cost smartwatches, earbuds, and headphones ^[54]. BoAt had attempted an IPO once before in 2022 but pulled back amid market turbulence. This time, it confidentially filed and is reportedly targeting a valuation of ₹13,000 crore (around $1.6 billion) ^[55] ^[56]. The fundraising will give boAt capital to expand product lines and possibly global reach. Warburg Pincus, a major investor, will likely trim its stake via the offer. BoAt’s meteoric rise has come from aggressive online marketing, celebrity endorsements, and tapping into India’s huge millennial and Gen-Z customer base who want Apple Watch-esque functionality at a fraction of the price. According to filings, boAt not only leads India’s smartwatch unit sales (often competing with Xiaomi and Noise for the top spot) but has also diversified into personal grooming gadgets and mobile accessories ^[57] ^[58]. The IPO approval underscores how wearable tech is becoming big business in India. It also aligns with a trend of Indian startups using confidential pre-filing for IPOs, giving them up to 18 months to list and flexibility to adjust issue size based on market conditions ^[59]. If boAt’s public debut is successful, it could pave the way for more Indian consumer tech brands to follow suit. Global investors will be watching closely, as boAt’s performance will be a barometer of the wearables sector’s strength in emerging markets.

Expert Commentary

Industry experts and executives offered insights into these developments, reflecting both optimism and caution in the watch sector. On the traditional watchmaking side, leaders stress the enduring emotional value of timepieces. Breitling CEO Georges Kern, for instance, highlighted that a watch is more than a gadget – it’s about “moments you share and the traditions you build over time”, often becoming something “you wear with pride and one day pass on” ^[60]. His comments, made in the context of Breitling’s NFL partnership, underline why luxury watches continue to resonate even in a digital era: they carry legacy and sentiment, tying generations together through craftsmanship and stories.

In the smartwatch arena, tech analysts are closely watching the power shift among top players. Market researchers at Counterpoint noted that Chinese brands have leveraged a potent mix of affordability, product range, and ecosystem integration to rapidly gain ground ^[61]. Nowhere is this more evident than Huawei’s recent surge. “Huawei’s growth is founded on offering everything from ~$100 basic wearables to $400+ premium devices, all tightly woven into its wider ecosystem,” analysts observed, adding that this strategy, coupled with huge domestic demand in China, enabled Huawei to surpass Apple in shipments for the first time. Meanwhile, they point out, Apple’s innovation lead has narrowed – the feature gap between an Apple Watch and its rivals is smaller than ever, making it harder for Apple to rely on reputation alone to maintain dominance ^[62]. This sentiment is echoed by independent tech columnist Carolina Milanesi, who mused that Apple must “double down on truly unique health features or risk being outpaced in the next decade” (a reference to rumors of blood glucose and pressure monitoring on the horizon).

Privacy advocates have also chimed in on the Amazon–Bee deal, with experts like cybersecurity researcher Ashkan Soltani warning that always-on wearable mics could become “trojan horses for surveillance” if robust safeguards aren’t in place. He urges regulators to scrutinize how data from devices like Bee’s band will be used under Amazon, given the company’s extensive AI training programs.

Finally, some watch industry veterans see a convergence coming: Jean-Christophe Babin, CEO of Bulgari (and head of Geneva Watch Days), commented that the future lies in “sustaining what binds us all: counting time, with the utmost know-how” ^[63] – but doing so in an inclusive, innovative way. Babin believes even boutique mechanical watchmakers can embrace tech (like blockchain authentication or AI-driven design) without losing their soul. The overarching expert consensus is that the watch sector isn’t a zero-sum game between smart and traditional watches; rather, it’s evolving into a more diverse ecosystem. Consumers increasingly might own both – a luxury mechanical piece as an emotional treasure and a smartwatch as a daily driver – each serving different needs. The key for companies will be to play to the unique strengths of their niche while respecting the core “why” of a watch: to enhance the way we experience time.

Market Trends

New data and reports released around September 1–2 illustrate the shifting market landscape for watches and wearables:

Global Smartwatch Rebound: After a slump in 2024, the worldwide smartwatch market is growing again. Counterpoint Research reported that in Q2 2025, global smartwatch shipments rose 8% year-on-year, snapping five consecutive quarters of decline ^[64]. The recovery was driven largely by Asia-Pacific demand and new model launches that rejuvenated consumer interest in upgrading their wearables.
Huawei Overtakes Apple: In a historic shake-up, Huawei became the world’s #1 smartwatch vendor in Q2 by shipment volume, surpassing Apple for the first time ^[65]. Huawei’s unit shipments skyrocketed by 52% compared to the same quarter last year ^[66]. This explosive growth is credited to Huawei’s dominance in its home market China – which accounted for over three-quarters of its sales – alongside success in parts of Europe and the Middle East ^[67]. Huawei’s wide portfolio (ranging from budget fitness bands to premium Watch GT models) and its HarmonyOS ecosystem seem to have resonated strongly with consumers, especially as patriotism and Android compatibility fuel its China sales.
Apple Slips (But Still Strong): By contrast, Apple Watch shipments dipped 3% year-on-year, marking the 7th straight quarter of either flat or negative growth for Apple’s wearables ^[68]. Even though Apple remains the revenue leader (thanks to its higher-priced watches) and retains a loyal iPhone-tied user base, the numbers indicate flattening demand. Analysts note that most people who want an Apple Watch already own one, and the lack of a major new health sensor since 2020 has made some buyers delay upgrades ^[69]. Still, with the new Series 11 and Ultra 3 imminent, Apple could see a bounce in late 2025 if those introduce compelling features (the anticipated blood pressure sensor, if it materializes, could be a game-changer).
Others Gaining Ground: The mid-tier and niche players are also making their presence felt. Xiaomi saw a hefty 38% jump in smartwatch shipments in Q2, securing its grip on the value-conscious segment of the market ^[70]. Xiaomi’s strategy of packing lots of tech into sub-$100 watches (and cross-promoting them with its smartphones and fitness ecosystem) continues to pay off, especially in emerging markets. Another noteworthy player is Imoo, a Chinese brand specializing in kids’ smartwatches, which grew 21% and still leads the children’s smartwatch category globally ^[71] – indicating that wearables for kids (focused on GPS tracking and safety features) are a quietly booming niche. On the flip side, Samsung recorded about a 3% decline in shipments ^[72]. The Galaxy Watch 7 series (launched in late 2024) didn’t quite meet sales expectations, possibly due to minimal upgrades and strong competition from Google’s Pixel Watch and others. Samsung is hoping the recently released Galaxy Watch 8 can reignite momentum, alongside its pivot to Wear OS and that new integration with its Galaxy ecosystem.
Full-Year Outlook: Industry projections remain optimistic. Despite economic headwinds in some regions, global smartwatch shipments are forecast to grow roughly 3% for the full year 2025 ^[73]. Growth is expected to accelerate in 2026, approaching high single-digits, as technology like advanced health monitoring, longer battery life, and lower-cost LTE connectivity expand the appeal of wearables. Notably, demand from China is a major engine of growth – Chinese consumers are increasingly buying smartwatches as standalone gadgets (for fitness, payments, and even as phone substitutes), not just as smartphone accessories ^[74]. Meanwhile, the traditional luxury watch sector has been resilient in 2025, with Swiss watch exports up modestly year-to-date (helped by a surge in U.S. demand and a rebound in Middle East sales, even as China’s recovery has been patchy for Swiss luxury brands). The pre-owned watch market also continues to thrive, though prices for hype models (like the Rolex Daytona) have cooled from the peak of the pandemic-era boom.

Overall, the market trends point to a diverse and growing landscape: Smartwatches are back to expansion mode, led by new innovators and sharper competition at the top, while mechanical watches hold steady with the help of brand collaborations and experiential marketing. As 2025 progresses, watch enthusiasts and tech consumers alike can expect a dynamic interplay between heritage and innovation – with plenty of new releases, and perhaps a few surprises, still in store in the months ahead.

Sources: Recent news reports and press releases from Wareable ^[75] ^[76], Android Authority ^[77] ^[78], Wareable (Garmin) ^[79] ^[80], Business Today ^[81] ^[82], FashionNetwork ^[83] ^[84], Maxim ^[85] ^[86], Citizen Watch Co. ^[87], eWeek ^[88] ^[89], Storyboard18 ^[90], Techweez/Counterpoint Research ^[91] ^[92].