Wearable Electronics in Romania

PROSPECTS

Intensifying demand for wearable electronics

Romanians are increasingly preoccupied with living a healthier life or in practicing sports. There is also interest in innovative devices, which can provide the consumer with personal stats.

Activity watches (digital) records the strongest retail volume growth

Romanians are especially fond of social media, with Facebook their favourite platform, where they share photos or various activities from their lives. It has become more common to use activity tracking apps, such as Garmin Connect, Strava, Endomondo and Runtastic.

Chained specialists and internet retailing the main channels for wearable electronics

Wearable electronics consumers prefer modern retail channels. Chained electronics and appliance retailers are the leading distributors of wearable electronics as they have a consistent portfolio of wearable electronics and feature the latest launches.

COMPETITIVE LANDSCAPE

Samsung leads smart wearables

Samsung remains the well-established leader within smart wearables, benefiting from a strong brand image and from being one of the first smart wearables products to appear in Romania. Other notable smart wearable brands include Huawei and Apple Watch.

Activity wearable buyers prefer Garmin

Activity wearables is highly heterogeneous, comprising of both low- and high-priced products. Whereas domestic players or brands such as Xiaomi target consumers less willing to spend, the likes of Apple target more sophisticated consumers.

Domestic players hold their ground

Domestic players are also trying to take advantage of the growing demand for wearable electronics. In 2017, Televoice Grup launched Evolio X-Fit Pro, a waterproof activity wearable, with improved sensors at an affordable price, focusing on an ergonomic, modern and minimalistic design.

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