Misfit
A California consumer-electronics company known for fashion-oriented activity trackers, hybrid smartwatches, and connected-home products.
Last updated August 31, 2026
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Overview
Misfit, Inc. was a United States consumer-electronics company focused on wearable technology, activity tracking, and connected-home products. It was founded in October 2011 by Sonny Vu, Sridhar Iyengar, and John Sculley. Vu and Iyengar had previously co-founded AgaMatrix, a medical-technology company associated with the iBGStar smartphone-connected glucose meter. Misfit positioned itself at the intersection of consumer technology, fashion, and lifestyle design rather than presenting fitness hardware as purely technical equipment. The company took its name from the idea of the creative outsider and from the language of Apple’s “Think Different” advertising. Its first product, the Shine, was introduced through an Indiegogo campaign in 2012. The campaign reached its $100,000 target within ten hours and ultimately raised $846,675. Crowdfunding gave Misfit early capital as well as direct feedback from prospective users about the appeal of discreet, wearable activity tracking. Shine established the company’s characteristic approach. It was a small aluminum activity tracker that could be worn as a wristband, necklace, or clip-on accessory. It recorded activity, sleep, and selected exercises, synchronized with a smartphone application, and used a replaceable battery rather than requiring frequent charging. The product’s minimalist appearance and jewelry-like wearability helped distinguish Misfit from bulkier sports trackers. Misfit expanded its product range with the lower-priced Flash in 2014, followed by the Link smart button, the Ray tracker, and the Flare. The company also moved into hybrid analog watches through Phase, Command, and Path, combining conventional watch styling with activity tracking, vibration notifications, and a smartphone-connected button. Its Vapor smartwatch, introduced in 2017, used Android Wear and added a display, heart-rate monitoring, connected GPS, and swim resistance. Beyond personal fitness, Misfit pursued connected-home applications. Its software and devices were designed to interact with products such as smart bulbs, locks, thermostats, entertainment systems, and the Beddit sleep monitor. The company also explored integrations with services and applications including Spotify and other mobile platforms. Partnerships with Coca-Cola, Beddit, Victoria’s Secret, Swarovski, and Speedo extended the brand into rewards programs, sleep technology, fashion accessories, jewelry, and swimming. Fossil Group acquired Misfit in November 2015 for $260 million. After the acquisition, Misfit’s technology became part of Fossil’s broader connected-watch strategy and supported products associated with Fossil, Skagen, Armani Exchange, Emporio Armani, and other licensed watch brands. Misfit continued to release products after the acquisition, including the Ray, Swarovski Shine, and Vapor, but its standalone product activity later declined. Production of existing Misfit products was discontinued around 2019 or early 2020, and the company’s website was taken offline pending a possible relaunch. Misfit is therefore best understood as a discontinued wearable-technology brand whose design and software capabilities were absorbed into Fossil Group’s connected-device business.
History
Misfit was established on 14 October 2011 in California by Sonny Vu, Sridhar Iyengar, and John Sculley. Vu and Iyengar brought experience from AgaMatrix, while Sculley was associated with the technology and consumer-electronics sectors. The company’s name reflected the founders’ interest in the cultural idea of the outsider and echoed the “misfits” language used in Apple’s “Think Different” campaign, which had been influential in the company’s conception. Misfit’s first commercial effort was Shine, an activity tracker financed through Indiegogo in 2012. The campaign exceeded its $100,000 target within ten hours and ended with $846,675 in contributions. The founders used the campaign not only as a financing mechanism but also as a way to obtain early market feedback. Shine’s small, metal, button-like form and multiple wearing options made it closer to an accessory than a conventional sports monitor. It tracked movement, selected exercises, calories, and sleep, and synchronized with a smartphone application. Its replaceable battery removed the need for routine charging. The company raised $7.6 million in Series A financing in April 2012. In December 2013 it raised a further $15.2 million in Series B financing led by Horizons Ventures, with participation from Translink Capital, The Coca-Cola Company, and previous investors. During this period Misfit expanded its software support, including an Android application released in 2013, and developed a broader product and partnership strategy. Flash, introduced in November 2014, offered similar core tracking functions in a less expensive plastic body. It provided a longer battery life and broadened Misfit’s reach beyond customers seeking a premium-looking accessory. Misfit also explored commercial and institutional applications. Coca-Cola used Misfit devices in rewards and promotional programs, while a health insurer used activity data from Misfit bands in an exercise-incentive program. A 2014 collaboration with Beddit connected Misfit’s platform to sleep-monitoring technology. In 2015 Misfit announced that its wearables would act as controllers for connected-home equipment, including lighting, locks, thermostats, and entertainment systems. The Misfit 2.0 application added integrations with external applications and devices. This move reflected an attempt to make the wearable a general-purpose lifestyle interface rather than a standalone step counter. The company also expanded through collaborations with Victoria’s Secret, Swarovski, and Speedo, emphasizing fashion, jewelry, and swimming. Fossil Group acquired Misfit in November 2015 for $260 million. After the acquisition, Misfit released or supported additional products, including the jewelry-oriented Ray, Swarovski Shine, and the Specter Bluetooth earbuds. The company developed hybrid analog watches such as Phase, Command, and Path, and later introduced Vapor, an Android Wear smartwatch. These products allowed Fossil to use Misfit’s sensing, software, and user-experience capabilities across its own and licensed watch brands. Misfit’s standalone identity weakened after integration into Fossil Group. The Ray was discontinued in 2018, and production of the remaining Misfit range ended around 2019 or early 2020. Misfit technology continued to underpin connected products sold under Fossil, Skagen, Armani Exchange, Emporio Armani, and other licensed labels. The company’s website was also taken offline, leaving Misfit as a discontinued brand rather than an independent active wearable manufacturer.
- 2019
Standalone product operations wound down
[1]Misfit products were discontinued around 2019 or early 2020 as Fossil Group integrated the technology into other connected-watch lines.
- 2018
Ray discontinued
[1]The Ray activity tracker line was discontinued.
- 2017
Vapor smartwatch launched
[1]Misfit released its Android Wear-based Vapor smartwatch in selected markets.
- 2016
Phase hybrid smartwatch introduced
[1]Misfit introduced Phase, combining an analog watch face with activity tracking, alerts, and a smart button.
- 2015
Connected-home strategy announced
[1]Misfit announced plans to use wearables to control home-automation products and added related application integrations.
- 2015
Acquired by Fossil Group
[1]Fossil Group completed the acquisition of Misfit for $260 million.
- 2014
Flash launched
[1]Misfit released Flash, a lower-cost activity band with approximately six months of battery life.
- 2013
Series B financing
[1]The company secured $15.2 million in Series B funding led by Horizons Ventures.
- 2012
Shine crowdfunding campaign
[1]Shine was introduced through Indiegogo, rapidly exceeding its target and closing with $846,675 in funding.
- 2012
Series A financing
[1]Misfit raised $7.6 million in Series A financing.
Products and positioning
Fashion-conscious, discreet, and lifestyle-oriented wearable technology combining minimalist industrial design with activity, sleep, and connected-device functions.
Activity tracker · 2012
Shine
Shine was Misfit’s defining wearable: a small aircraft-grade aluminum tracker designed to be worn on the wrist, as a necklace, or with a magnetic clothing clip. It measured movement, selected exercises, calories, and sleep, including aspects of sleep depth, and synchronized with a smartphone application. Water resistance and a replaceable battery supported continuous everyday wear without regular charging.
Activity tracker · 2015
Shine 2
Shine 2 was a thinner second-generation version with revised indicator lights, vibrating alarms, and notification support. It retained the original product’s compact design, activity and sleep tracking, water resistance, and replaceable-battery approach.
Activity tracker · 2014
Flash
Flash was a more affordable, soft-touch plastic activity band. It tracked steps, sleep, cycling, and calories and paired with Misfit’s mobile application. Early versions were marketed for swimming, while later versions were described as water resistant and did not retain the same swim-tracking support.
Smart button and activity tracker · 2015
Link
Link was a small squeezable device that combined basic activity tracking with Misfit’s Smart Button functions. It could control selected actions in the Misfit application, such as pausing music, and helped establish a control feature later incorporated into several other Misfit devices.
Activity tracker · 2015
Ray
Ray was a cylindrical, minimalist tracker designed to resemble a jewelry accessory. It automatically recorded steps, distance, and sleep, used a replaceable battery rated for several months, and was offered with sport, leather, bangle, and necklace wearing options. The product was available in multiple colors and was discontinued in 2018.
Hybrid smartwatch · 2016
Phase
Phase combined a mechanical analog watch display with activity and sleep tracking, vibration alerts, an alarm, and Smart Button functionality. Its hands could indicate progress toward an activity goal, while a colored aperture in the face communicated notification types.
Hybrid smartwatch · 2017
Command
Command followed Phase as an analog hybrid watch. It used a separate mechanical sub-dial to show activity progress and help communicate alerts, while retaining Misfit’s tracking, vibration, and smartphone-connected functions.
Smartwatch · 2017
Vapor
Vapor was an Android Wear-based smartwatch with a touchscreen, virtual touch bezel, heart-rate sensor, connected GPS, and swim resistance to 50 metres. Its original concept reportedly included integrated GPS and NFC, but the production design used connected GPS and did not retain those planned features.
Hybrid smartwatch · 2018
Path
Path was a compact hybrid watch that reduced the Phase and Command designs to conventional hour and minute hands. The hands could indicate the time, activity progress, and vibration notifications without a separate notification window or progress dial.
Jewelry-oriented activity tracker · 2015
Swarovski Shine Collection
The Swarovski Shine Collection combined Misfit’s Shine activity-tracking technology with Swarovski crystal jewelry. The collaboration included two wearable products, one described as Misfit’s first solar-powered activity tracker, plus additional jointly designed accessories.
Smart-home technology · 2015
Connected home products
Misfit’s connected-home work included integration with Beddit sleep monitoring, the Bolt color-changing smart bulb, and a Misfit Home application intended to connect wearables with lights, locks, thermostats, and entertainment equipment. The system also supported lighting scenes modeled on sunrise, sunset, and other ambient conditions.
Marketing campaigns
- 2015Swarovski Shine Collection
International
Misfit and Swarovski created a crystal-adorned wearable collection aimed at consumers who wanted activity tracking in a jewelry format.
Outcome. The collection broadened Misfit’s fashion and jewelry positioning and included a solar-powered tracker.
- 2015Speedo Shine
International
Misfit partnered with Speedo on a water-resistant Shine variant designed to track swimming laps as well as daily activity and sleep.
Outcome. The collaboration connected Misfit with swimwear and aquatic-fitness consumers.
- 2014Coca-Cola Olympic hospitality program
International
Misfit worked with Coca-Cola’s hospitality program around the 2014 Olympic Games, distributing Shine trackers to Olympians, VIP guests, and fans associated with the Olympic Torch Relay.
Outcome. The partnership increased the visibility of Shine through an international sports and hospitality program.
- 2013Coca-Cola Get the Ball Rolling
North America
Misfit supported Coca-Cola’s summer promotion and later supplied Coca-Cola Red Shine trackers for a North American rewards program.
Outcome. The collaboration placed Misfit devices in a large consumer-brand rewards and promotional context.
- 2012Shine Indiegogo launch
Global
Misfit used crowdfunding to introduce Shine, validate demand for a discreet activity tracker, and collect feedback from early adopters.
Outcome. The campaign reached its $100,000 target within ten hours and raised $846,675 by its close.
Brand decisions
2019
Discontinuation of standalone Misfit productsStrategyBackground
Following its acquisition, Fossil Group increasingly used Misfit technology across other connected-watch brands.
Action taken
Existing Misfit products were discontinued around 2019 or early 2020 and the standalone website was shut down pending a possible relaunch.
Aftermath
Misfit ceased to operate as a visible standalone wearable brand, while its technology continued to support Fossil, Skagen, and licensed connected-watch products.
2017
Launch of Vapor smartwatchProduct launchBackground
Misfit’s earlier products were primarily screenless activity trackers and hybrid watches, while the smartwatch market was moving toward full digital displays and app platforms.
Action taken
Misfit launched Vapor using Android Wear, with a virtual touch bezel, heart-rate monitoring, connected GPS, and swim resistance.
Aftermath
Vapor represented Misfit’s move into full smartwatches, but it was later discontinued with the wider Misfit product range.
2015
Sale to Fossil GroupM&ABackground
Misfit had developed a recognizable wearable brand, sensor technology, and a software platform spanning fitness and connected-home applications.
Action taken
Fossil Group acquired Misfit for $260 million in November 2015.
Aftermath
Misfit’s technology and product capabilities were incorporated into Fossil’s connected-watch strategy and licensed watch products.
Acquisition price. 260 million USD (November 2015)
2015
Expansion from fitness tracking into connected homeStrategyBackground
Misfit sought to make its wearables useful beyond step and sleep measurement as connected-home products became more common.
Action taken
The company announced wearable controls for lights, locks, thermostats, and home entertainment systems, and expanded its application integrations.
Aftermath
Misfit developed connected-home offerings including Misfit Home and Bolt, although the standalone product strategy was later absorbed into Fossil Group’s broader connected-device business.
Recent events
- 2019
Misfit product line is discontinued[1]
Other
Fossil Group discontinued production of existing Misfit products around 2019 or early 2020, and the standalone website was shut down pending a possible relaunch.
- 2017
Misfit releases Vapor smartwatch[1]
Product launch · Product generation
Misfit brought its Android Wear-based Vapor smartwatch to market with a touchscreen, heart-rate monitoring, connected GPS, and swim resistance.
- 2015
Misfit expands into connected home control[1]
Product launch
The company announced plans to use its wearables as controls for lights, locks, thermostats, and entertainment systems, while also adding third-party app and device integrations.
- 2015
Fossil Group acquires Misfit[1]
M&A
Fossil Group acquired Misfit for $260 million, bringing the startup’s sensors, software, and wearable designs into Fossil’s connected-watch portfolio.
- 2014
Misfit launches Flash activity band[1]
Product launch
Misfit introduced Flash, a lower-priced plastic activity band with long battery life and activity and sleep tracking.
- 2013
Misfit secures Series B financing[1]
Other
The company announced $15.2 million in Series B funding led by Horizons Ventures, with participation from Translink Capital, The Coca-Cola Company, and earlier investors.
- 2012
Misfit raises Series A funding[1]
Other
Misfit raised $7.6 million in Series A financing to develop its wearable-technology business.
Sources2 sources
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