What Deeray Global Co. does

Deeray Global Co., Limited is a Shenzhen-headquartered consumer electronics company founded in 2007 that designs, manufactures, and sells Bluetooth-based smart tracking devices and smartwatches under its own brand (Deeray) alongside authorized resale of JBL audio products. Its core product lines are the Find My Series — comprising smart tags, luggage tags, card holders, passport holders, key holders, smart card tags, car tags, and bike finders — and a multi-category Smart Watch line spanning AMOLED, GPS, Bluetooth-calling, round-face, square-face, smart-band, and best-selling models. The trackers integrate with both Apple Find My (MFI-certified, iOS 14.5+) and Google Find Hub networks, providing dual-platform compatibility with Bluetooth range of 10–50 meters, IPX5–IP68 waterproofing, replaceable CR2032 or rechargeable Li-ion batteries, and wireless charging on premium SKUs.

The company operates a direct-to-consumer e-commerce model through deerayelectronics.com, with most products listed on a "Price on request" basis suggesting a quote-driven B2B or OEM/ODM sales motion alongside DTC. Its go-to-market is supported by owned digital channels (Twitter, Discord community, email newsletter) and a dual retail strategy: own-brand hardware and an official JBL store selling Harman International audio products. Customer segments are horizontal — individual consumers seeking to track personal items or purchase entry-to-mid-tier smartwatches — with no named enterprise or institutional customers disclosed.

Revenue is generated almost entirely through one-time hardware unit sales across both first-party (Deeray-branded) and third-party (JBL) product lines, with no disclosed subscription, software, or service component. The company is privately held, has no disclosed external funding, operates 501–1,000 employees, and has shown no M&A, leadership change, or restructuring activity in the available record.

Name

Deeray Global Co.

Legal name

Deeray Global Co., Limited

Website

https://deerayelectronics.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Deeray Global Co., Limited is a Shenzhen-based consumer electronics manufacturer founded in 2007 that designs, produces, and sells Apple Find My- and Google Find Hub-certified Bluetooth smart trackers across multiple form factors, a broad smartwatch portfolio, and authorized JBL audio products via direct-to-consumer e-commerce.

Ownership category

akta.pro rank

Product category

Consumer Electronics

NAICS

Electronics and Appliance Retailers (44921)

SIC

Watches, Clocks, Clockwork Operated Devices/Parts (3873)

akta.pro primary industry

Smartwatches (CRACAIAA)

akta.pro secondary industries

Fitness Trackers (CRACAIAB), Smartwatches & Connected Wearables (CRAKADAC)

Keywords

• Smart tracking devices
• Bluetooth wearables
• Consumer electronics manufacturing
• Smart watch OEM
• Find my trackers

Headquarters

HQ city

Baoan

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Supply Chain, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Hardware Product Sales: One-time purchase revenue from selling smart trackers (Find My tags), smart watches, and accessories. Products are sold at individual unit prices with no recurring subscription required for basic functionality.
2. JBL Audio Products Resale: Company operates as an official JBL retailer selling speakers, headphones, and other JBL audio products through their e-commerce platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core offering

Deeray Global Co., Limited designs, develops, manufactures, and sells Bluetooth-powered smart tracking devices (Find My compatible tags, luggage tags, card holders, passport holders, key holders, bike finders, and car tags) integrated with Apple Find My and Google Find Hub networks. The company also produces smartwatches, smart bands, and GPS wearables with AMOLED and TFT displays. In addition, the company operates as an authorized online retailer of JBL audio products (speakers, headphones, partyboxes) through its own e-commerce storefront.

Product overview

Deeray Global Co. offers a dual-product portfolio centered on smart tracking devices and wearables. The Find My Series provides Bluetooth-powered anti-loss trackers including Smart Tags, Luggage Tags, Card Holders, Passport Holders, Key Holders, Smart Card Tags, Car Tags, and Bike Finders—all integrating with Apple Find My and Google Find Hub networks. The Smart Watch product line encompasses Best-selling models, Smart Bands, Bluetooth Call watches, Round Watches, Square Watches, AMOLED Watches, and GPS Watches with various display sizes and battery capacities. The company was founded in 2007 and is headquartered in Shenzhen, China, focusing on consumer IoT devices that help users track and locate personal belongings and monitor health metrics.

Differentiator

Problem solved

Functional benefit

Products and services

• Find My Series Smart Trackers A comprehensive line of Bluetooth-powered smart tracking devices that integrate with Apple Find My and Google Find Hub networks to help users locate personal belongings such as keys, bags, luggage, wallets, passports, credit cards, bicycles, and vehicles. Form factors include luggage tags (DF15 Pro, DF020 SILICON LUGGAGE TAG, SW035), smart tags (ST012 DUAL TAG, ST52B, ST004, ST001, ST002, ST003), card holders (DF19, DF17, SW033, SW034), passport holders (DF25, DF21, DF27), key holders (DF23, DF29), smart card tags (SCT011, SCT010, SCT010 DUAL CARD), car tags (ST005), and bike finders (ST013+BIKE BELL, BK001, BK003, BK017, BK005, BK007). Designed for individual consumers who want cross-platform item tracking.
• Smart Watch Series A comprehensive line of smartwatches and fitness trackers including best-selling models (WS05, WR12, WS16, ULTRA 2.01, MSK001), smart bands (M3, BD147, 115 Plus, M8), Bluetooth calling watches (H15, S62, WS10, WR34, WR30), round watches (WR56, WR67, G28, WR37, WR09, WR24), square watches (WS20, S18, X6, WS10 F, Y68), AMOLED watches (WR17, WR14, WR23, WS21, WR13, S6), and GPS watches (WR19 GPS). Features include fitness tracking, notifications, health monitoring, timekeeping, and GPS navigation with various display sizes and battery capacities.
• JBL Authorized Audio Retail Authorized online retail of JBL audio products (speakers, headphones, partyboxes, and Infinity Lab powerbanks) sold through the company's e-commerce storefront. Serves consumers seeking authentic JBL audio products from an authorized channel.

Quantifiable outcome

• Bluetooth range of 10-50 meters in open space
• +3 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Three partnerships are on record, tiered core.

• Apple (Find My)coreTechnology or IntegrationDeeray smart trackers have Apple Find My certification and are compatible with the Apple Find My network. Products work with iOS devices (iPhones/iPads with iOS 14.5 and above) through the Find My app. The company is listed on the Apple MFI (Made for iPhone/iPad/iPod) official website.
• Google (Find Hub)coreTechnology or IntegrationSmart trackers are certified and compatible with Google Find Hub on Android devices. Products work with the Google Find Hub app for Android device pairing and item tracking.
• JBL (Harman International)coreChannel Partner/ Reseller/ DistributorCompany operates an Official JBL Store selling JBL speakers, headphones, and audio products including JBL PartyBox, Flip 6, and Infinity Lab powerbanks. The website features JBL branding and authorized product listings.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tile (Life360): Tile is the longest-running direct competitor in Bluetooth item trackers and now operates inside Life360's family-location network. Like Deeray's Find My tags, Tile serves cross-platform (iOS + Android) consumers looking to locate keys, bags, and wallets — the closest one-to-one comparable for the smart tracker line.
• Chipolo: Slovenian maker of ONE and CARD spot trackers with both Apple Find My and Google Find Hub variants. Chipolo mirrors Deeray's dual-OS strategy and competes in the same key/wallet/luggage-tracker niche.
• Pebblebee: US-based tracker maker offering Find My and Android-compatible tags, including card and clip form factors. Pebblebee's product set (Card, Clip, Tag) maps almost exactly to Deeray's SCT, ST, and DF series.
• Amazfit (Zepp Health): Amazfit offers GTR, GTS, Bip, and AMOLED smartwatch lines at value price points — a direct product-by-product match for Deeray's WR-series AMOLED and round/square watches. Both target budget-to-mid fitness and smartwatch buyers.

Broad incumbents

• Apple (AirTag): Apple's AirTag sets the category benchmark and is the dominant single-OS tracker. While not a direct Deeray competitor in Android, AirTag is the incumbent that defines consumer expectations for Find My trackers and the largest indirect threat to Deeray's iOS-side share.
• Samsung Electronics (SmartTag): Samsung's Galaxy SmartTag and SmartTag2 are the Android-side category leader, integrated with SmartThings Find. As a broad incumbent in mobile, Samsung has distribution and brand advantages Deeray cannot match, and competes head-on with Deeray's Google Find Hub-compatible trackers.
• Xiaomi: Xiaomi sells Mi Band, Redmi Watch, and Xiaomi Smart Band lines covering entry-level fitness trackers and budget smartwatches — directly overlapping Deeray's smart band and entry smartwatch SKUs (M3, BD147, Y68). Xiaomi's scale and brand make it the most consequential Chinese price competitor.
• Huawei (Watches / Bands): Huawei Watch GT, Watch Fit, and Band series compete across Deeray's full smartwatch range, with strong brand recognition in EMEA and Asia. Huawei represents a higher-tier incumbent threat on the smartwatch side of the portfolio.
• Garmin: Garmin dominates GPS-enabled sports watches (Forerunner, Fenix, Instinct) — overlapping with Deeray's WR19 GPS watch. As a broad incumbent in fitness wearables, Garmin sets the benchmark Deeray's GPS model would need to differentiate against.

Emerging players

• Shenzhen ODM smartwatch makers (e.g., Imoo, Bakeey): Shenzhen-based ODM/white-label smartwatch brands (Bakeey, Imoo, COLMI, etc.) ship feature-stacked watches at sub-$30 prices via AliExpress and Amazon. They are the closest peer in terms of SKU breadth, hardware spec sheets, and ODM-style positioning — the segment Deeray most directly competes in for overseas DTC volume.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/deerayelectronics
• LinkedInlinkedin.com/company/deeray-global-co.-ltd.

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Deeray Global Co.