Pebble's founder has announced that his new company isn't a startup.
The Revival of a Legend: Pebble's Second ActIn the world of tech, few stories are as fascinating as that of Pebble, the pioneering smartwatch brand that once revolutionized the way we interact with our devices. Founded by Eric Migicovsky in 2009, Pebble was one of the first companies to bring wearable technology to the masses. But after a tumultuous journey marked by financial struggles and a failed exit, Migicovsky has returned with a new vision for his beloved brand.
This time around, Migicovsky is taking a decidedly different approach. Gone are the days of trying to be everything to everyone; instead, he's focused on creating products that cater specifically to enthusiasts like himself – "a bit of a nerd" who loves hacking, building, and creating things. The result is a range of smartwatches and accessories that are designed to be more playful, casual, and fun.
At the heart of this new strategy lies a commitment to sustainability and profitability. Unlike many startups, which often rely on external funding to fuel their growth, Migicovsky's company, Core Devices, is self-sufficient. With only five employees, it sells directly to consumers through its website, avoiding the need for distributors and minimizing waste.
But what's most striking about this new chapter in Pebble's history is Migicovsky's candid admission that his company is "not a startup." In an era where startups are often romanticized as bold, innovative ventures that disrupt entire industries, Migicovsky is unapologetically embracing a more measured approach. He acknowledges the importance of startups in driving new ideas and creating jobs, but he's also aware of the risks associated with this type of venture.
"We've structured this entire business around being a sustainable, profitable, and hopefully long-running enterprise," Migicovsky told TechCrunch in an interview. "This is not a new idea; we're just bringing it back." By focusing on what works rather than trying to reinvent the wheel, Core Devices aims to create a more stable and enduring presence in the market.
Migicovsky's journey with Pebble has been marked by both triumphs and setbacks. The original company was sold to Fitbit in 2016 for $40 million, but not before it had struggled with inventory management and financial woes. However, this experience has given Migicovsky valuable insights into what works and what doesn't.
One of the most interesting aspects of Core Devices is its use of open-source technology. The PebbleOS operating system, which was initially developed by Google, has been made available to developers under an open-source license. This not only allows for greater collaboration and innovation but also ensures that the platform remains flexible and adaptable to changing user needs.
As we look to the future, it's clear that Core Devices is poised to make a significant impact in the world of wearable technology. By embracing a more measured approach and focusing on sustainability and profitability, Migicovsky has created a company that is both innovative and responsible. Whether you're a seasoned tech enthusiast or just starting your journey into the world of smartwatches, Pebble's second act is definitely worth paying attention to.
In an era where technology is increasingly driving our lives, it's refreshing to see a brand like Pebble take a step back and reassess its priorities. By doing so, Migicovsky has created a company that not only produces innovative products but also sets a new standard for sustainability and responsibility in the tech industry. As we move forward into an uncertain future, one thing is clear: Core Devices is here to stay, and it's going to be exciting to see what they have in store for us next.
#Gadgets #Hardware #TC #ces2026 #CoreDevices #hardware #Pebble
