The smartwatch, which is considered as the most complex gadget among the wearables, is becoming ubiquitous with increasing market penetration. High-tech smartwatches are revolutionising the health and fitness industry segment in a myriad ways ranging from meeting individual needs to supporting institutional imperatives. Despite their growing popularity, the diffusion of smartwatches is relatively slow, and little is known about the brand variants offered by the manufacturers. We examined the technical and functional attributes of smartwatch models using the Multiple Discriminant Analysis (MDA) to gain insights into the market positioning of the brand variants. Our results not only confirmed the presence of brand variants among the leading smartwatch manufacturers but also examined the unique positioning of the same. Our analysis identified and differentiated the branded variants using two dimensions: activity tracking and device morphology. The study findings are expected to augment product strategy exercise undertaken by smartwatch manufacturers who might be interested in exploring the right combination of the technical or functional features.
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