It's their absolute boom segment right now, dwarfing the revenue of all others. Somehow the Apple watch made a lot of people who'd rather wear a Garmin suddenly think that it's perfectly fine to wear an absurdly expensive GPS watch. Garmin has succeeded in establishing a price range where the Apple offering would barely make the upper third.

I feel seen by this comment! TBF, I already had a Garmin GPS watch that I bought circa 2006 (one of their first I believe) for tracking my runs. When it came time to upgrade I compared it to the Apple watch. And you're right. I definitely decided I'd much rather spend that much money on something with a 12yr upgrade cycle vs the 2-4 year cycle on many of my Apple devices.

What I've found most surprising is I have young children, and having a Garmin activity tracker watch (seems to be not much more than a step counter) has become the thing every 6yo is expected to have these days. We've avoided it so far, but from speaking to parents with children at neighboring schools they're nearly ubiquitous in the youngest year levels now.

They and many competitors offer models in every price range, starting at 50$. Of course they will also offer very high end devices with features you won't find on an Apple watch.

I'm pretty sure the 200$ model has features that Apple doesn't have. One is primarily a lifestyle product and the other is primarily focused towards athletes. Both brands overlap with some products but I wouldn't say they found a way to really get their foot into others' market.

GPS smart watches are probably their most successful consumer product currently. If you glance at their website you might think that's all that they do.