NOWATCH
NOWATCH is an Amsterdam-based health technology company that designs and sells screenless wearable devices for continuous stress and nervous-system monitoring, targeting health-conscious consumers seeking digital wellness without tech addiction.
- Company typePrivate
- Founded2019
- HeadquartersAmsterdam, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
NOWATCH firmographics
Firmographics- Name
- NOWATCH
- Legal name
- NOWATCH BV
- Website
- https://nowatch.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- NOWATCH is an Amsterdam-based health technology company that designs and sells screenless wearable devices for continuous stress and nervous-system monitoring, targeting health-conscious consumers seeking digital wellness without tech addiction.
- Ownership category
- akta.pro rank
NOWATCH industry classification
Industry- Product category
- Wearable Health Trackers
- NAICS
- Electromedical and Electrotherapeutic Apparatus Manufacturing (334510)
- SIC
- Watches, Clocks, Clockwork Operated Devices/Parts (3873), Electromedical & Electrotherapeutic Apparatus (3845)
- akta.pro primary industry
- Health Monitoring Wearables (ECG, BP, SpO2, CGM-compatible) (CRACAIAF)
- akta.pro secondary industries
- Consumer Health Wearables & Fitness Trackers (Wellness Monitoring) (HLAHACAJ), Connected Medical Devices & Wearables (Sensors, Patches, Implantables) (HLACAPAB), Sleep Tech Wearables (CRACAIAG), Wearable Medical Alert Devices (Pendants, Watches, Bands) (HSAHAHAI)
Keywords
Where NOWATCH is headquartered
LocationHeadquarters
- HQ city
- Amsterdam
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
NOWATCH business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Hardware Sales: One-time purchase of NOWATCH wearable devices (NOWATCH X and NOWATCH B models) with lifetime access to all app features and data. No subscription required for full functionality.
- Accessories: Sale of interchangeable straps and other accessories for watch customization.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time | NOWATCH B - Entry-level screenless health tracker |
| Unit Pricing | One time | NOWATCH X - Premium signature model |
| Other | Pay-as-you-go | Financing Option |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
NOWATCH product offering
Product offeringCore offering
NOWATCH designs, manufactures, and sells screenless wearable health trackers (NOWATCH X and NOWATCH B) that use research-grade PPG and motion sensors to continuously monitor nervous system metrics including stress frequency, recovery time, HRV, sleep, and cumulative load via its proprietary Reactivity Monitor™. The hardware is sold directly to consumers alongside a subscription-free companion app that delivers personalized health insights, with no recurring fees and GDPR-compliant EU data storage.
Product overview
NOWATCH is an Amsterdam-based health technology company offering two screenless smartwatch models: the NOWATCH B (second-generation Awareable, €399) and the NOWATCH X (signature premium model, $649-$699). Both devices feature the proprietary Reactivity Monitor™ for continuous stress tracking and nervous system metrics. The ecosystem is anchored by a subscription-free companion app that delivers personalized health insights, sleep analysis, and daily health recaps. Female Cycle Patterns integrates menstrual cycle data with physiological tracking. The company differentiates through non-addictive tech, privacy-first data handling, and a no-subscription pricing model.
Differentiator
Problem solved
Functional benefit
Brands
- NOWATCH X: The signature model featuring interchangeable discs for an elevated health experience, with up to 3 days battery life. Available in Silver and Gold finishes with various strap options, priced at $649-$699.
- NOWATCH B
- Awareable
Products and services
- NOWATCH X NOWATCH's signature screenless Awareable wearable featuring interchangeable discs, Silver and Gold finishes, up to 3 days battery life, and the full Reactivity Monitor™ feature set including stress, sleep, HRV, activity, heart health, and Cycle Patterns. Priced $649-$699.
- NOWATCH B NOWATCH's second-generation lightweight Awareable wearable, positioned as a more accessible hybrid smartwatch priced at $449-$499 (Silver, Matte Black, Gold) with up to 5 days battery life and the full Reactivity Monitor™ feature set including stress, sleep, and activity tracking.
- NOWATCH Companion App Subscription-free iOS mobile application bundled with every NOWATCH device. Displays all biometric data and personalized health insights collected by the Awareable, including stress, sleep, HRV, activity, heart health, and Cycle Patterns, with lifetime access and no recurring fees.
- NOWATCH Accessories (interchangeable straps and discs) Interchangeable straps and discs sold as add-on hardware for NOWATCH X and NOWATCH B, enabling users to customize the appearance and fit of their Awareable.
Quantifiable outcome
- 90% of users would be disappointed without NOWATCH (survey of 105 active users)
- +2 more outcomes
Companies that use NOWATCH
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
NOWATCH technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature5 records
NOWATCH partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship, key, core and minor.
- TEDflagshipPartnership with TED to support speakers at the 2025 conference 'Humanity Reimagined,' providing real-time health insights during presentations. Positions NOWATCH as the health tracking device for high-performance thought leaders.
- Como 1907keyBrand partnership for pioneering next-generation athlete training through research. Combines NOWATCH's stress monitoring technology with Como 1907's athletic training expertise.
- Scientific Research Institutionscore10+ active research programs worldwide supporting scientific research to better understand monitoring, treatment, and management of stress.
- Inflektion NetworkminorAffiliate marketing network enabling publishers and influencers to promote NOWATCH products in exchange for commissions on sales.
Scale indicators5 records
Recent moves5 records
Expansion highlights6 records
NOWATCH competitors and assessment
Company assessmentDirect peers
- Oura: Oura Ring is a screenless wearable focused on sleep, recovery, and readiness metrics with a subscription component. Closely comparable to NOWATCH on metric set (sleep, HRV, stress) and screenless positioning, though form factor (ring vs. watch) and pricing model differ.
- Polar: Polar makes heart-rate-focused wearables with stress and recovery tracking for athletes and active users. Comparable on continuous HRV/stress measurement and the sport/recovery positioning that overlaps with NOWATCH's Como 1907 partnership work.
- Withings: Withings produces premium health-focused hybrid smartwatches and connected health devices with a focus on medical-grade measurements. Comparable on the screenless hybrid watch positioning and health-tracking emphasis.
- Whoop: Whoop offers a screenless, subscription-based wearable focused on strain, recovery, and sleep. Direct competitor on screenless form factor, biometric tracking approach, and target market of performance/wellness-conscious consumers.
Emerging players
- Amazfit: Amazfit produces affordable smartwatches with stress, sleep, and heart rate tracking at significantly lower price points. Emerging player competing on accessibility and could pressure NOWATCH's premium positioning if consumers prioritize affordability over metric differentiation.
- Bellabeat: Bellabeat focuses on women's health and wellness wearables, including cycle tracking and stress monitoring. Comparable on the female health positioning NOWATCH has entered with Cycle Patterns, though Bellabeat emphasizes a broader wellness ecosystem.
Broad incumbents
- Fitbit (Google): Fitbit offers consumer wearables with stress management, sleep tracking, and HRV monitoring at accessible price points. Mass-market incumbent in the wellness wearable category that competes with NOWATCH on health-tracking features and pricing accessibility.
- Apple (Apple Watch): Apple Watch dominates the smartwatch category and increasingly layers in stress, sleep, HRV, and ECG tracking. While not screenless, it competes for the same consumer wallet share and represents the primary alternative for buyers NOWATCH targets.
- Garmin: Garmin produces fitness and wellness smartwatches with stress tracking, body battery, sleep, and HRV metrics. Competes on advanced health metrics with broader sports/athletic positioning and longer battery life.
- Samsung (Galaxy Watch): Samsung Galaxy Watch offers stress, sleep, HRV, and body composition tracking integrated with a full smartwatch ecosystem. A major broad incumbent competing for similar health-conscious consumer segments.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
NOWATCH social profiles
Digital presenceNOWATCH compliance and trust
Trust signalCompliance1 record
NOWATCH financial estimates
Financial estimateRevenue estimate
Valuation estimate
NOWATCH leadership team
Management profileNumber of profiles
Profiles4 records
NOWATCH funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NOWATCH M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NOWATCH
What does NOWATCH do?
NOWATCH designs, manufactures, and sells screenless wearable health trackers (NOWATCH X and NOWATCH B) that use research-grade PPG and motion sensors to continuously monitor nervous system metrics including stress frequency, recovery time, HRV, sleep, and cumulative load via its proprietary Reactivity Monitor™. The hardware is sold directly to consumers alongside a subscription-free companion app that delivers personalized health insights, with no recurring fees and GDPR-compliant EU data storage.
Is NOWATCH a public or private company?
NOWATCH is a private company. It is classified as venture growth investor backed and is currently operating.
When was NOWATCH founded?
NOWATCH was founded in 2019. It employs 11 to 50 people.
Where is NOWATCH based?
NOWATCH is headquartered in Amsterdam, Netherlands, in the Europe region.
How does NOWATCH make money?
Two revenue lines are on record. Hardware Sales are the primary driver. The others are accessories.
Who are NOWATCH's main competitors?
Direct peers on record are Oura, Polar, Withings and Whoop. Emerging players are Amazfit and Bellabeat. Broad incumbents are Fitbit (Google), Apple (Apple Watch), Garmin and Samsung (Galaxy Watch).
Does NOWATCH have an API?
No public API is recorded for NOWATCH.
What industry is NOWATCH in?
NOWATCH's product category is Wearable Health Trackers. Its primary akta.pro industry code is CRACAIAF, Health Monitoring Wearables (ECG, BP, SpO2, CGM-compatible), with a secondary code of HLAHACAJ, Consumer Health Wearables & Fitness Trackers (Wellness Monitoring). Its NAICS code is 334510 and its SIC code is 3873.