The Fitbit Blaze is ready to challenge the Apple Watch

FitBit Blaze

FitBit isn’t about to let Apple take over the wearable technology market. The company is using CES 2016 to unveil the Fitbit Blaze, it’s answer to the Apple Watch.

FitBit is the industry leader in fitness tracking because they are reliable, packed with features, and built for fitness enthusiast.

The Blaze features a color touchscreen and offers a fashionable allure with swappable bands and a surprisingly slim design.

FitBit has focused on a few standard smartwatch features, such as answering and declining calls, calendar syncing and music playing.

At its heart the FitBit Blaze is still a fitness band. It’s not going to show you your Facebook feed or let you answer emails, bit it does track your exercise and automatically sync your workouts with your phone. It also monitors your heart rate, steps and your activity throughout the day.

FitBit definitely has the user base to expand into the smartwatch market, in the third quarter of 2015 it doubled its sales and outsold the Apple Watch in terms of wearable tech. FitBit sold just under one million more devices than Apple during the same period of time.

FitBit does face steep competition, other smartwatches have heart-rate monitors and plenty of third-party apps that can track your activities throughout the day.

FitBit, however, has some of the best tracking software on the market for fitness enthusiasts, which has allowed it to maintain its market edge.

FitBit is by far the largest player in fitness wearables, with an 85% share of that market, according to IDC.

If there is one big advantage for the FitBit Blaze it’s the devices five days of battery life, something you definitely will not find on the Apple Watch and most other smartwatches.

There are a few lacking features as well. The FitBit Surge features built-in GPS, which the Blaze does not. That means you have to run with your phone in your pocket for your outdoor workouts.

The watch comes with black, plum or blue bands, starting at $200. You can purchase other more fashionable bands at an additional cost.