TL;DR
Eric Migicovsky has restarted Pebble hardware under a new company, Core Devices, positioning it as a small, self-funded, sustainable business rather than a venture-backed startup. The team is selling updated Pebble watches and an AI ring directly to consumers, leaning on the open-sourced Pebble OS and a low-overhead operating model.
What happened
At CES, Pebble founder Eric Migicovsky described his rebooted brand, now operating as Core Devices, and emphasized that the company is deliberately structured not as a startup but as a small, sustainable enterprise. The team has about five employees, no outside investors, and avoids building inventory before sales. Core Devices has announced the Pebble Time 2, a round Pebble Round 2, and a $75 AI smart ring called the Index 01. The company says it has about 25,000 smartwatch pre-orders and roughly 5,000 ring pre-orders, and that current shipping estimates are around six months with plans to shorten that to weeks. The relaunch relies on Pebble OS, which Google open-sourced, enabling the small team to avoid rebuilding the software stack from scratch. Migicovsky framed the new products as niche, casual devices — companions to phones rather than all-purpose fitness wearables — and said the company is aiming for profitability and steady operations rather than rapid scale.
Why it matters
- A low-headcount, self-funded approach contrasts with typical VC-backed hardware startups and reduces pressure to chase aggressive growth.
- Selling directly and avoiding pre-manufactured inventory lowers the financial risk and the chance of costly overstock issues.
- Relying on an open-sourced OS removed a major technical barrier and made a small-team reboot feasible.
- The move illustrates a different model for hardware makers prioritizing sustainability and niche audiences over broad market competition.
Key facts
- Founder: Eric Migicovsky, original creator of Pebble.
- New company name: Core Devices.
- Team size: about five people.
- Funding: no outside funding, company self-finances operations.
- Products announced: Pebble Time 2, Pebble Round 2, and the Index 01 AI ring ($75).
- Pre-orders reported: ~25,000 smartwatches and ~5,000 AI rings.
- Shipping: pre-orders currently shipping roughly six months out; company plans to reduce that to a couple of weeks.
- Software: the reboot uses Pebble OS, which Google open-sourced; the Pebble App Store has about 15,000 watch faces and apps.
- Developer tools: the company plans to relaunch the SDK in the coming weeks.
- Past context: Migicovsky sold Pebble to Fitbit in 2016 after the original company experienced inventory and cash problems in 2015.
What to watch next
- Whether Core Devices achieves the planned reduction in shipping lead times from about six months to a few weeks (confirmed in the source).
- The relaunched SDK and how quickly developers return to build for Pebble OS (confirmed in the source).
- Specific future hardware plans and timelines — not confirmed in the source.
Quick glossary
- Startup: An early-stage company typically focused on rapid growth and often backed by external investors; usage varies by context.
- Open source: Software whose source code is published and made available for anyone to inspect, modify, and distribute.
- Pre-order: A customer order placed before a product is available for immediate shipment; often used to gauge demand and fund production.
- Direct-to-consumer (DTC): A business model in which manufacturers sell directly to customers, bypassing third-party retailers or distributors.
- SDK (Software Development Kit): A collection of tools, libraries, and documentation that helps developers build applications for a specific platform or device.
Reader FAQ
Is Core Devices a startup?
Migicovsky says the company is intentionally structured as 'not a startup' and is focused on being a sustainable, profitable business.
How is Core Devices funded?
The source states the company has no outside funding.
Where can customers buy the new Pebble devices?
The company is selling directly to consumers on its website (confirmed in the source).
Are the new Pebble products aimed at fitness tracking?
The founder said the watches are not intended mainly for fitness junkies; they are designed as phone companions and have a limited, casual scope.
Pebble’s founder, Eric Migicovsky, is doing things differently with his reboot of the Pebble smartwatch brand and an AI ring. The team is small, inventory isn’t being manufactured before it’s…
Sources
- Pebble founder says his new company is ‘not a startup’
- Why Pebble's Founder Isn't Trying to Build the Next Big Thing
- Pebble, Rebble, and a Path Forward
- Why Pebble's founder isn't trying to build the next big thing
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