Of all watches sold in Q1 2018, one in every five is equipped with smart technology, a huge leap from five years ago when less than one in ten watches sold was smart-enabled. We attribute the increase in sales of smartwatches to the product not only becoming more affordable but also diversifying. Consumers can now buy watches with smart capabilities for as low as under $50, a steep drop from the introduction of smart watches. The Apple Watch and Fitbit still dominate sales in the smartwatch market but we are now seeing conventional watch brands join the competition and appeal to non-sporty consumers who still want smart technology – Fossil, Michael Kors, Misfit, and Tagital all now have watches enabled with smart technology. 2X as many smartwatches sold in Q1 2017 than Q2 It’s not just gym memberships: the pattern of smartwatch sales tracks closely with New Year’s resolutions. Retailers see an influx in sales of smartwatches in January every year as consumers invest more in their health and savvy marketers can take advantage. DIGITAL DOLLAR: RETAIL AND ECONOMICS UPDATE 2018Q1