The Fitbit Alta is now the second biggest selling fitness tracker in the US, behind the Fitbit Charge HR, and a big reason for that is its focus on style. After all, Fitbit didn't put much new tech inside this device. What it did do is design a tracker, with a screen, that no-one would be ashamed to wear.
Now Fitbit is making a big push to make the Alta one of the most customisable wearables with designer collaborations and a new gold-plated style.
First up, the Gold series. Like the Blaze, the Alta is getting a new hand polished, 22 karat gold-plated edition that comes with a black or pink sport band for $149.95. An optional shiny, gold-plated bangle named the Alta Luxe Metal Bangle - presumably not 22 karat - can then be added for an extra $129.95. So for the blingiest option you're looking at around $280.
Next up, the Public School Alta accessories we saw at February's New York Fashion Week finally have a release date - the first two pieces in the range will be up for pre-order in October and on sale in November.
That includes the Type III Paracord bracelet which is $175 and is a braided, black nylon with gunmetal coloured detail. There's also the controversial Axis Accessory Band which is a stainless steel watch band that the Alta slots into horizontally. It's a fair bit more expensive at $295 but will certainly earn wearers some fashion points.
There's a couple of printed Public School bands in the collection which won't go on sale until 2017: both are $39.95, one with the label's When Nobody's Looking line embossed on it and the other with its signature feather print in olive.
Another big deal is the new Simply Vera by Vera Wang collection of Fitbit Alta accessories. There are three bracelet styles, all for $79.99, which will go on sale in October at Kohl's stores in the US and online. There's a silver metal chain link bracelet, a double wrap leather bracelet in black or navy leather and a combination of the two, a double wrap leather and chain link style.
The next designer hook-up will be with Tory Burch. We already love the designer's pieces for the Fitbit Flex though things will be tweaked slightly for the Alta's display. All we know is that the collection will include multiple accessories, one of which will be a metal chain link bracelet and that it will drop in 2017.
Last month, we saw Misfit play its customisation hand with all sorts of new bands, necklaces and accessory packs for the Shine 2 and Ray trackers. With September's New York and London fashion weeks coming up, we could see more designer collaborations on the horizon too. Kate Spade's new wearable tech collection popped up last week and Skagen is showing off new smart analogue watches too.