Amazfit sibling brand unveils smartwatches focused on style and health

Huami isn’t wasting much time rolling out new smartwatches now that it’s focusing more on the Zepp brand. The Amazfit maker has launched a Zepp E line of smartwatches focused on wellness with a dash of style.

The conventional-looking Zepp E Circle and the clearly Apple Watch-inspired Zepp E Square both track a wide range of health stats like sleep, blood-oxygen saturation, and (with a future update) stress monitoring. The company wants to make fitness more accessible, too, with a health assessment system that turns your activity and heart rate data into a single metric. If you’re overwhelmed by talk of calories burned or heart rate zones, this could be an easy way to tell if you need more exercise.

These appear to use custom software and won’t have access to the apps from other platforms. They both sport 5ATM water resistance (164ft deep for 10 minutes), however, and they can last for up to a week on a charge with typical use. A “basic” mode can extend that longevity to 15 days.

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The Circle and Square models both earn their style points through curved, “bezel-less” displays and polished stainless steel cases, with the Square not-so-subtly taking design cues from Apple. You’ll have a few bands to choose from, including a fitness-ready fluoroelastomer band as well as a metal Milanese band and leather.

Price may be the decisive factor in your purchasing decision. The Zepp E line will be available in the US on August 25 starting at $250, and in the UK on September 1 for £209. You can find more generalized smartwatches like the Apple Watch Series 3 or Fitbit Versa 2 for less money, but Zepp is apparently betting that the health focus, looks, and long battery life will be enough to command a slight premium.