A £80 Smart Ring With No Subscription: Sekonda Shakes Up the Wearables Market

British watch brand Sekonda has entered the health‑tracking wearables game with its first smart ring, and the positioning is aggressive. Priced at £79.99 — roughly a quarter of what an Oura Ring or similar premium devices cost — the Sekonda Smart Ring targets users who are curious about ring‑style wearables but have been put off by high prices and ongoing fees.

Like other health‑focused smart rings, it continuously tracks steps, calories, sleep quality and heart rate, with all metrics viewable in a companion smartphone app. Battery life is also a key selling point, aiming to reduce the need for frequent charging that plagues many wearables.

The standout, however, is the business model: there is no subscription required to unlock “advanced” insights. In a market where monthly fees are becoming the norm, that could be a major differentiator. It also signals a broader shift, as traditional watchmakers move into digital health under their own brands rather than partnering behind the scenes. If Sekonda’s approach gains traction, expect more budget, no‑subscription smart rings to appear — potentially putting pressure on the high‑end, subscription‑driven strategies of incumbents like Oura.