After four years since its record-setting crowdfunding campaign on Kickstarter, smartwatch manufacturer Pebble unexpectedly shut down in 2016, initiating insolvency proceedings before being acquired by competitor Fitbit. The well-known fitness-tracking company subsequently integrated a significant amount of Pebble’s innovative software into its Ionic smartwatch, largely thanks to the contributions of former Pebble employees.
One might suggest that Pebble simply entered the market too early. The Apple Watch debuted in mid-2015 and quickly overshadowed its competitors. However, it would be an oversimplification to label this as just another instance of Sherlocking. Apple undeniably sparked public interest in smartwatches, paving the way for a plethora of other devices that followed.
In truth, CEO and founder Eric Migicovsky posits that the rapid expansion of features led Pebble—having sold 2 million smartwatches—away from its original vision. This outcome is not unfamiliar in the landscape of hardware startups.
Yet, Migicovsky is gearing up for a fresh start. “We’re rebooting Pebble,” he shared with TechCrunch, beaming during a Zoom conversation. But how will this unfold? While the Pebble brand has faded post-acquisition, its new parent company, Fitbit, was acquired by Google in 2021.
Now under Google’s ownership, which retains all of Pebble’s intellectual property, plans are in motion to open-source the smartwatch’s software framework.
“This initiative is part of Google’s commitment to assist the community of volunteers who have worked tirelessly to maintain Pebble functionality after the company’s shutdown in 2016,” Google stated in a blog post released on Monday.
By open-sourcing PebbleOS, Google is setting the framework for new third-party hardware, with Migicovsky’s smartwatch venture being the first to seize this opportunity.
Currently, the project remains in the conceptual phase. The company is on the lookout for a new name—something that the Beeper co-founder and former Y Combinator partner hasn’t finalized yet. Nonetheless, he told TechCrunch that he is wholly dedicated to the project now that access to PebbleOS is becoming available. Presently, he is the sole employee but plans to recruit another team member by March.
The startup’s ambitions are refreshingly modest. Migicovsky simply wants to develop a watch that meets his needs, especially since the Pebble he wears was released a decade ago. “I’ve sampled all the alternatives,” he explains, “and my standards are quite high.”
According to a recent blog post on Migicovsky’s personal website, his goals include:
- A always-on e-paper display (reflective rather than emissive, readable in sunlight, less distracting than bright displays)
- Extended battery life (reducing the hassle of frequent charging while traveling)
- A straightforward yet elegant user experience focusing on essential features like timekeeping, notifications, music control, alarms, weather details, calendar, and activity tracking
- Physical buttons (for easily interacting with music playback without needing to look at the screen)
- Customizable (is it true that Apple Watch users can’t create their own watch faces? That’s astounding! Pebble’s app store hosted over 16,000 watch face options!)
Despite his experience at Y Combinator, Migicovsky has no intention of seeking venture capital. Nor does he plan to replicate the Kickstarter approach that originally launched Pebble. Instead, he is self-funding the venture and aims to grow it based on market demand.
When asked if there is still a market for Pebble in the wake of the Apple Watch phenomenon, he jokingly remarked, “At the very least, there are dozens of us.” He points out that the brand still maintains an active Subreddit, even eight years after shutting down. Additionally, a small resale market has emerged for older units, but as anyone familiar with the electronics industry knows, hardware longevity can be limited.
Migicovsky envisions the company serving the niche market of consumers who want exactly what he outlines in his blog. While it’s uncertain how many people are eager for a product that has been discontinued amidst an environment where Apple has significantly changed consumer expectations, he is optimistic that his desires resonate with others.
“This is a labor of love. My personal investment drives me to create this watch,” says Migicovsky, passionately committed to launching a product he envisions himself wearing. “We will make this happen.”
Although still in the nascent stage, Migicovsky has journeyed to Shenzhen to assess the current manufacturing landscape. “It turns out that producing hardware is far simpler than it was a decade ago,” he notes, adding, “We previously had to instruct factories about our requirements.”
Moreover, he expresses confidence in the startup’s capability to develop a new-generation Pebble tailored for today’s standards. “The most challenging aspect lies in software development.”
By open-sourcing PebbleOS, Google has indeed simplified that critical component.
Compiled by Techarena.au.
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