Google unveils Pixel Watch 5 with emergency call feature and Fitbit Air

The watch builds on the existing Pixel Watch line and goes into direct competition with the Apple Watch. While Apple has offered similar fall detection and emergency call features for several years, Google is going a step further with the automatic dialing of emergency services without user confirmation. Industry observers see the move as a response to increasing competition in the health wearables market, where Apple, Samsung, and Fitbit are battling for market share.

Alongside the smartwatch, Google announced a Bluetooth tracker under the name Fitbit Air. The small device can be attached to keys, luggage, or other items and helps locate lost objects. With this product, Google is moving into a segment that Apple has served with the AirTag since 2021 and that Samsung and other manufacturers have also recently tapped into.

Fitbit Air as AirTag competitor

Both products are expected to go on sale in the fall, the company announced. The Pixel Watch 5 will be available in several case variants, including a matte black version and a model with an olive band. Sales will initially start through the Google Store as well as selected electronics retailers. The company did not name a specific price for the European market.

With Fitbit Air, Google is positioning another building block in its connected ecosystem. The tracker can be integrated into the company's own smartphone operating system and is designed to function even when the paired phone is not in immediate proximity. This is technically possible because the device can use other Google devices in the vicinity to transmit location data — a principle Apple has already established with the AirTag and the "Find My" network, and that Google is now adopting.

Privacy concerns

From a data protection perspective, the approach raises questions: Even though Google emphasizes that location data is transmitted in encrypted form, critics see Bluetooth trackers as a potential tool for unwanted tracking. Following media reports of misuse of AirTags for stalking, Apple introduced features for detecting unwanted trackers in recent years. It can be assumed that Google will integrate similar protective measures into Fitbit Air, though official details are still pending.

The unveiling of the two products came at a time when Google is diversifying its hardware business further. Following the Pixel smartphones, Nest home devices, and Fitbit fitness trackers, the company is now expanding its offerings with a new category. For Google, the move is also strategically important: With the deep integration of Fitbit into its own operating system, the company is trying to bind users more closely to its ecosystem — similar to what Apple does with the combination of iPhone, Apple Watch, and AirTag.

Strategic significance for Google

For consumers, the announcement primarily means more choice in the market for smart safety and tracking devices. Whether the Pixel Watch 5 can prevail against established competition will depend not least on price, battery life, and the reliability of the emergency call function. Before the fall sales launch, Google is expected to provide further details on technical specifications and availability in Germany and the EU.