Kyla Lam
Kyla Lam (Research Analyst, AR/VR and Wearables, IDC Europe)

Huawei launched its first Android Wear-based Watch in 2015. The brand has experienced a lot of turmoil, but with its compact IoT ecosystem its focus on wearables is only getting stronger. This is particularly true in Europe, where this quarter its watch shipments grew more than 28% year-over-year. With promotional campaigns and bundles, Huawei’s strategy to gain momentum is paying off. More importantly, Huawei is migrating towards women’s fashion and health. Is this smart or just reasonable? After all, research shows that feminine gender identity was effective on impulse buying behavior whereas masculine gender identity was not (Ozdemir et al, 2019).

Watch GT 3: Elegant, Enduring

Huawei finally upgraded its GT series with a successor to the to the Watch GT 2 released in 2019. The GT 3 runs Harmony OS, and it syncs with the other operating systems in its IoT ecosystem from TV to smartphones. It comes in two sizes — 42mm and 46mm — with a range of straps such as fluoroelastomer, brown leather, stainless steel, and Milanese styles. The GT 3 series is similar to the previous generation, with added features such as a TruSeen 5+ heart rate monitoring sensor, which is almost as accurate as the Apple Watch Series 6. It has over 100 workout modes compared to 85 in the previous model, and boasts a temperature sensor, SpO2 measurement, and improved heart rate tracking. Smart watches are not merely about quantifying ourselves anymore, they are also about everyday fashion. The watch looks elegant and enduring, and is definitely beautiful to wear.

Watch Fit: Slick, Athletic

The Huawei Watch Fit is undoubtedly a consumer hit among female users. With its low entry affordability, it has gained a lot more attention than its competitors. With a nice AMOLED touchscreen display and a simple one-button feature, its simplicity and functionality have won many hearts. In addition to the blood-oxygen monitoring, there are also period tracking features that can be found on the Huawei Health app. Its 96 built-in workouts and GPS mean that users are encouraged to live a healthier life, and its durability also attracts users. It weighs only 21g, resting effortlessly on the wrist. The product is often bundled with Huawei smartphones, which is very attractive to new entry-level wearable users.

FreeBuds Lipstick: Chic, Niche

Huawei’s cosmetic design of the red lipstick earphones is bold and risky, and it has never been done before. It is the definition of creativity from the audio charging case to the interior of the earphones. Its case is only 70mm in length and it can fit nicely in the purse with no hassle. Interestingly, the FreeBuds Lipstick can be used for voice recording and it is compatible with audio recording, short video recording, and live streaming apps. Paired with its ANC functionality, this works perfectly for users who work from home. This earwear design is refreshing compared to the conventional pearl white look that resembles Apple AirPods; its blood red color is loud and speaks volumes about Huawei’s unique style. Its distinct lipstick may not be to everyone’s taste, but it sure is a statement of authenticity.

While every brand is competing against affordability, quality, and technology, the requirement to stand out is only becoming harder. There is an obvious theme happening in Huawei’s wearable ecosystem, and smart and logical to target audience on diversity and inclusion in the IoT. This is the year for women, and Huawei could not have chosen a better time to inform the world.

 

If you want to learn more about or if have any questions, please contact Kyla Lam or head over to https://www.idc.com/eu and drop your details in the form on the top right.

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