Pebble Reborn: Core Devices Revives the Beloved Smartwatch

Eric Migicovsky, the visionary founder of Pebble, is once again venturing into the smartwatch arena with his new company, Core Devices. Months after announcing their ambitious plan to resurrect the iconic Pebble, Core Devices has unveiled the specifications, images, and pre-order availability of their initial smartwatch offerings. Migicovsky, a steadfast devotee, still proudly sports the original Pebble smartwatch he conceived back in 2013, a testament to its enduring appeal.

Pebble’s genesis was rooted in a highly successful Kickstarter campaign, fostering a dedicated community of enthusiasts. The company carved out a unique niche by catering to individuals who prioritized affordability, extended battery life, and a simple, functional design. In contrast to the feature-rich smartwatches of its competitors, Pebble opted for a black-and-white display, physical buttons, and an open SDK that empowered developers to create a diverse range of applications not supported on other platforms. This deliberate design philosophy resonated with a segment of the market seeking a streamlined and customizable smartwatch experience.

However, Pebble’s journey was not without its challenges. According to Migicovsky, the company eventually faltered, losing sight of the core principles that defined Pebble. He attributed this decline to a reactive approach, constantly adapting to perceived market demands. Ultimately, Pebble ceased operations in 2016 and sold its assets to Fitbit. Following this acquisition, Migicovsky lamented the absence of a smartwatch that replicated the precise features he desired.

Now, after years of reflection and determination, Migicovsky is resurrecting the beloved smartwatch under the aptly named Core Devices. The company’s first two smartwatches are now available for pre-order, and loyal Pebble fans will be delighted to learn that they largely adhere to the original design and aesthetic, while incorporating key enhancements.

"We’re keeping the core things the same," Migicovsky affirmed. "Like, what makes a Pebble a Pebble? It’s the e-paper screen, long battery life with a clean, simple aesthetic, kinda quirky physical buttons." He emphasized the continued importance of physical buttons, a design choice often overlooked by automakers to the dismay of many drivers. "You wanna be able to answer a call or hang up on a call without actually looking down at the screen or pressing play or pause when you’re on the line." Furthermore, Migicovsky highlighted the hackability of Pebble watches, a feature unparalleled in other smartwatches.

The Core 2 Duo, not to be confused with the Intel chipset of the same name, is designed to closely resemble the Pebble 2, but with a remarkable improvement in battery life. It boasts an impressive thirty-day battery life on a single charge, a significant leap from the previous seven days. Migicovsky attributes this achievement to advancements in Bluetooth chip efficiency over the past decade. He acknowledged the inconvenience of managing multiple chargers, stating, "It’s the stress of having to remember all chargers and everything. That’s always a problem. So that’s one thing that we’ve improved. You can go on basically the longest vacation you can think of and still not bring your charger on the trip."

The Core 2 Duo, with "Duo" signifying ‘do-over,’ will also feature a speaker, microphone, sleep and step tracking, all encased in a durable polycarbonate frame. It will be priced at $149, with an initial production run of approximately 10,000 units available on launch day. Shipping is scheduled to commence in July.

The second offering, Core Time 2, represents Migicovsky’s "dream watch." It features a sleek metal frame and, for the first time, a color reflective LCD touchscreen. While acknowledging the practicality of physical buttons for hands-free control, Migicovsky expressed his admiration for the complications feature on Apple Watch and sought to incorporate a similar functionality. Wearers will be able to view information from apps directly on the watchface and tap on the complications to navigate directly to the respective apps. The Core Time 2 will retail for $225 and is expected to ship in December. Similar to the Core 2 Duo, the company claims a 30-day battery life. The Core Time 2 also includes a heart rate monitor and boasts water resistance, distinguishing it from the Core 2 Duo.

The software and app marketplace will largely mirror the Pebble ecosystem, thanks to Migicovsky’s successful negotiation with Google to open source PebbleOS. Google inherited Pebble’s assets following its acquisition of Fitbit. Approximately 10,000 apps and watchfaces that were previously available on Pebble watches will be supported on the new devices.

Pebble enthusiasts have ample reason to be excited. Core Devices is not attempting to exploit the brand by chasing fleeting trends or incorporating gimmicky features. While the watches will feature a microphone for interacting with ChatGPT, the focus remains on delivering a refined and familiar experience. "We’re not messing with a good thing," Migicovsky asserted. The company’s strategy appears to be centered around the principle of "if it ain’t broke, don’t fix it."

The Core 2 Duo is already in advanced stages of production. According to Migicovsky, Core Devices has manufactured numerous units for testing and development. The process of launching the new company was facilitated by his early work on development, predating Google’s commitment to open-sourcing the OS, and by the discovery of a supplier with remaining Pebble 2 parts. Core Devices is currently developing the first Core Time 2 prototypes.

The smartwatch market has undergone significant transformations in recent years, with industry giants like Apple and Garmin focusing on health and fitness tracking. While Core Devices’ watches will offer basic step and sleep tracking, Migicovsky believes that a niche remains for consumers who prioritize simplicity and long battery life over advanced health features.

Migicovsky is adopting a cautious and calculated approach, learning from past experiences. "We’re not taking big risks. We’re not trying to build millions of watches or compete with Apple or Garmin," he explained. "If you’re looking for something that’s perfectly polished or looking for something like a Garmin, go and buy those watches."

"This is not designed for everyone," he continued. "It’s designed for a very specific type of person that doesn’t feel like their needs are met by the other guys. I’m not sitting here trying to sell millions of these. This one might sell out, we are only making ten thousand a month. If it works really well and people love it, we’ll make more. But we’re taking it slowly trying to build a sustainable company." Core Devices is focused on building a long-term, sustainable business catering to a passionate community.