Garmin isn’t shy about its attack on the traditional sport watch market. The biggest blow to the Swiss elites is Garmin’s intent to have as many of the Marq watches as possible be sold at traditional watchmakers’ shops. It wants consumers interested in luxury sports watch to see a Garmin sitting alongside some of the more historic watch brand names. This smart and aggressive tactic by Garmin is already starting to pay off and probably defines what the traditional watch retail environment will increasingly look like as many shop owners are already disillusioned with their ability to keep selling the old names in watchmaking. It is certainly a brave new world for the high-end smartwatch, and I’m excited that this segment is developing as fast as it is.

I was personally very impressed with the quality and craft of the Garmin Marq smartwatch collection, as well as the sheer utility these devices offer both professionals and lay consumers. Available a few weeks from now, the Garmin Marq smartwatch collection has a retail price of $1,500 USD for the Marq Athlete, $1,750 for the Marq Expedition, $1,850 for the Marq Captain, $1,950 for the Marq Aviator, and $2,500 for the Marq Driver. Learn more at the Garmin website.