On March 2, Fitbit voluntarily recalled Ionic smartwatches sold between 2017 and 2021 due to over 115 reports of overheating and subsequent burn hazards.

The recall is limited to specific models noted below with the model number (FB503) on the back of the device

Model	Color
Ionic FB503CPBU	Slate Blue/Burnt Orange
Ionic FB503GYBK	Charcoal/Smoke Gray
Ionic FB503WTGY	Blue Gray/Silver Gray
Ionic FB503WTNV	Adidas edition, Ink Blue & Ice Gray/Silver Gray

The vendor urges customers to stop use of the Ionic smartwatches and return for a refund of $299. Fitbit will also provide consumers with a discount code for 40% off select Fitbit devices. The Ionic smartwatches were sold at Best Buy, Kohl’s, Target and other stores nationwide and online at Amazon.com and Fitbit.com from September 2017 through December 2021 for between $200 to $330. The recall impacts over 1m sold in the USA and some 600k internationally.

Fitibit is a top tier trusted brand and one of the category leaders in wearables.  Quick, simple, effective handling of the issue is critical to retain the loyalty of their fans and customers and to minimize the news cycle to an unfortunate hiccup of the overheating lithium-ion battery. So far, we assess Fitbit has done a good job in response to the challenge.

Strategy Analytics recently evaluated consumer buyer behavior, attitudes and requirements for smartwatches  in USA, UK, Brazil, Germany and Australia. Fitbit is a top 5 brand owned and has strong consideration across the five countries.



Clients of the Wearable Device Ecosystems service can a full roster of analysis, tracking and forecasting for smartwatch, fitness band and other wearables here.