Following a record Q4, the Amazfit parent company is set to double down on high-end hardware
Amazfit is officially looking to shed its reputation as a budget specialist, with parent brand Zepp Health confirming it will double down on its premium pivot for 2026.
During its recent Q4 earnings call, the company revealed that its transition from a volume-driven wearable maker to a ‘hybrid training platform’ is in full swing, trading low-cost trackers for high-margin, professional-grade hardware.
The shift is clearly visible in the balance sheet, too, with Zepp reporting a Q4 revenue of $85.2 million, driven by a record 40.4% gross margin. This surge wasn’t fueled by holiday discounting, it says, but by users increasingly opting for the brand’s more expensive gear.
Leading that charge for 2026 is the recently launched T-Rex Ultra 2, which has pushed Amazfit into the $550 price bracket for the first time.
However, perhaps most surprising was the transparency about the next 12 months.
Strap in for even more releases
Executives indicated that 2026 will see a launch schedule that equals or even exceeds 2025’s output—a year we already struggled to keep up with the sheer volume of Amazfit releases.
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This approach aims to flood every tier of the market, from the $169 Active 3 Premium for runners to elite-level rugged watches. Beyond the wrist, Zepp is scaling up manufacturing to address supply issues that plagued production of its Helio Strap and Helio Ring in late 2025.
And by securing high-profile partnerships with endurance communities like Hyrox and elite athletes like Josh Kerr, it’s clear Amazfit’s repositioning is already well underway.
If the brand can continue to polish its companion app and UI to match its increasingly premium hardware, 2026 will likely be the year it finally sheds its budget label for good.
