When it comes to fitness bands, Fitbit is the name to beat. But with new smartwatches from Apple, Google, Microsoft, and Pebble all touting some degree of activity tracking, the company knows the competition comes in more forms than the bracelets Misfit and Jawbone strap onto the wrists of athletic people.

Fitbit has experimented with watch-like devices for a couple years, starting with the Force, which was ultimately recalled. Fitbit replaced that product with the largely identical Charge. Now it's making a smartwatch that looks less like an activity tracker and more like the Asus Zenwatch or the Apple Watch. This upcoming device is called the Fitbit Blaze.

Before you get too excited, this won't be an Android Wear device. Fitbit's main selling points include FitStar personal trainer workouts with an 8 minute warm-up session, the 7 minute workout, and 10 minute abs. These wouldn't have worked on the small, OLED displays found on the Force and Charge. The Blaze includes software for tracking biking, hiking, running, lifting weights, and yoga as well.

On the hardware front, there's built-in GPS (edit: the Blaze uses your phone's GPS) and heart rate monitoring. Batteries should last up to five days on a charge. All of this is in addition to the standard fare, like accepting calls and managing music.

Notably, Fitbit's smartwatch offers compatibility with Android, iOS, and Windows.

The Blaze is square, and has nearly as much bezel on the face as screen (along with a logo underneath the display). Wearers can pretty up the device by swapping out $29.95 plastic bands (black, blue, or plum), $99.95 leather bands (black, grey, camel), or $129.95 silver stainless steel bands.

The watch itself will cost $199.95 when it launches in March. Folks will be able to try devices out in stores at select Best Buy locations starting February 20th. Those who like what they see can place a pre-order on the spot. Or you can head to the website and place one now.

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