Is Garmin set to release a rival to Whoop? Its new fitness band could be the market's most expensive

Garmin appears poised to enter the high-end fitness band market with the imminent release of its Cirqa device, potentially positioning it as the most expensive screenless tracker available. A leaked listing on a Ukrainian retail site, Stylus Store, priced the Cirqa at approximately $509, with a pre-sale price of around $454. If these figures hold true, Garmin’s new band would surpass existing competitors, including the popular Whoop, which currently dominates the subscription-based, screenless fitness tracker segment. The Cirqa is expected to join a growing trend of minimalist fitness bands that focus on passive, 24-hour health monitoring without a display. Recent launches such as Google’s Fitbit Air have expanded this niche, targeting users interested in continuous biometric tracking with a sleek, unobtrusive design. Garmin’s device reportedly measures key metrics like heart rate, sleep quality, steps, calories, and recovery, aiming to provide detailed insights into physical and emotional stress as well as overall performance. Details about the Cirqa remain limited, but earlier this year, Garmin briefly listed the product on regional online stores across North and South America before removing the pages. The leaked information suggests the band will be available in two colour options—black and French grey—and offered in multiple sizes. Shipping estimates hint at a release potentially as soon as this month, although Garmin has yet to confirm any official launch date or product specifications. Garmin’s trademark filing in the United States described the Cirqa as a non-medical, non-therapeutic wearable device, reinforcing its focus on wellness and recovery rather than clinical health monitoring. The band’s design, as seen in the leaked images, appears minimalist with no screen and minimal fabric, aligning with the passive tracking ethos. Despite the buzz, Garmin has not responded to requests for comment, leaving enthusiasts and potential buyers awaiting official confirmation. The introduction of the Cirqa could mark a significant move for Garmin into the premium fitness band market, challenging Whoop’s subscription model and expanding consumer choice in the screenless tracker category. Should the pricing and features be confirmed, it may redefine expectations for passive health monitoring devices, prompting competitors to innovate further in this evolving segment.