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Apple Watch vs Fitbit: which is the better buy?

Apple Watch vs Fitbit, on price: Right now Apple Watch and Fitbit are priced about the same in the UK (from £15 and £19). On price alone it's a close call, so pick on the features you care about, then let GiftWit find the lowest live price on whichever you choose.

Apple Watch

Cheapest live£15
Typical price£40
Listings tracked24
GENUINE APPLE WATCH 38MM 40MM 41MM 42MM SPORT BAND STRAP STARLIGHT- S/M M/L
GENUINE APPLE WATCH 38MM 40MM 41MM 42MM SPORT BAND STRAP STARLIGHT- S/
£14
 All Apple Watch prices →

Fitbit

Cheapest live£19
Typical price£45
Listings tracked24
2026 NEW Fitbit Smart Watch Activity Tracker Fitness Watches Heart Rate Monitor
2026 NEW Fitbit Smart Watch Activity Tracker Fitness Watches Heart Rat
£18
 All Fitbit prices →
Am I overpaying? Best Apple Watch deals Best Fitbit deals

GiftWit compares Apple Watch and Fitbit on live UK price, the one thing we can verify honestly. We don't invent spec or quality claims. Prices update continuously; as an affiliate we may earn a commission at no extra cost to you.