Which sports watch brand looks after you best?

brand logo montageI’m updating how I review and rate products. One thing I’m including is a brand assessment because when you buy a sports watch, you are buying more than just the piece of metal/plastic in your hand. Is there good support? Is the company financially secure? Does the company guarantee updates for a reasonable, stated period? And more. I welcome any feedback either here or privately.

Garmin now owns TrainingPeaks, so rival brands that sync with TrainingPeaks now feed your training into a platform run by a competitor. That is one finding from a new comparison of how the companies behind sports watches treat and interact with their customers. Battery life and GPS accuracy are not part of it. Those stay in each review.

What I found

  • Polar is the only brand with a written 5-year support commitment. Its auditor also drew attention to the company’s going-concern discussion in the 2025 accounts.
  • Coros has the clearest repair deal: a battery for $59 to $89, a screen for $79 to $119, or a refurbished swap.
  • Samsung promises 5 OS upgrades and 5 years of security patches on the Watch 9 and Ultra 2, the longest among Wear OS watches. Older watches do not get it.
  • Suunto, Polar, and Coros offer a 2-year warranty worldwide. Garmin, Apple, Samsung and Google give 1 year in the US and rely on consumer law for the second year in the UK and EU.
  • Google forced Fitbit owners onto Google accounts, and has deleted unmigrated data since 15 July 2026. It also promises only 3 years of OS updates on Pixel Watch.
  • Wahoo shut down RGT 18 months after buying it. It works with a wide range of sensors and apps over Bluetooth and ANT+.
  • Suunto grew revenue 27% to 106.5m euros in 2025, but it cut research spending by 31% and staff by 22%.
  • Apple offers phone, chat and store support, but it works with iPhone only.
  • Amazfit charges no subscription. Its parent, Zepp, lost $40m in 2025.
  • Garmin is the most financially secure of the dedicated sports watch makers, with $7.25bn in revenue and over $4bn in cash. It makes no written promise about how long it will support a watch you already own.

How I judged it

Every point answers one of nine questions, such as whether the company will still support your watch for as long as you own it, and whether it treats your data as yours. There are no scores. Each brand gets a short list of pros and cons, and each point rests on a source I can cite. Ownership and nationality appear as facts, not judgements. The full method is in how I test.

Read the detail

The brand comparison page puts all nine brands side by side. Each brand page now opens with its own pros and cons: Garmin, Suunto, Apple, Amazfit, Polar, Coros, Google and Fitbit and Wahoo. Samsung has no brand page yet, so it appears only on the comparison page. Everything here is correct as of 16 October 2026.

Last Updated on 16 October 2026 by tfk the5krunner


Small things I always use

Health, recovery and sleep

  • Kineon MOVE+: Red and infrared light for sore knees, Achilles and other joints after hard training. I use it.
  • FreeStyle Libre 3 Plus: Shows how my blood sugar responds to diet. Occasional use.
  • hDrop: Measures my sweat loss in summer and indoors. I use it.
  • Fourth Frontier Zone: Checks my heart under load in hard sessions.
  • Oura Ring 5: My partner’s recovery tracker of choice.
  • Eight Sleep: A cooling mattress cover my partner and I use nightly.

Watches and sensors

On the bike

Home and indoor training

  • NPE Runn: Makes my basic treadmill smart, sending more accurate speed and distance to my watch and Zwift. I use it.
  • Google Wifi: Keeps Zwift connected in my pain cave. I use it.
  • Apple TV 4K: Zwift on the big screen. I use two.
  • Google Nest Doorbell (wired, 2nd gen): My video doorbell, running in both Google Home and Apple Home via Starling. I use it.


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1 thought on “Which sports watch brand looks after you best?”

  1. About Coros:
    “up to three years after the warranty ends” I search the site but I haven’t found any commitment to this deal. In addition, this is only valid for a specific set of watches. Apex 2 (Pro) are not in the list despite still being sold. Unfortunately, I know it for sure as I have a 2 years and 3 months watch with a broken barometer and Coros offered me a meager 20% on a new watch. For a 500€ watch, I feel it stingy. I am fully aware that the warranty period has expired and that Coros is under no legal obligation to help. However, for a high-end sports watch to suffer a hardware failure so shortly after the warranty window, I expected much better customer support.

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