Garmin has spent the best part of the week involuntarily sharing the limelight with the Apple Watch Ultra, announced at the Cupertino company's 'Far Out' event.
Now, the company appears to have responded to claims from some corners that Apple is coming for its throne.
In a tweet from the company's official account, it appears to take a subtle dig at the Apple Watch Ultra's 36-hour battery life - noting that it prefers to measure its battery life by months, instead.
We measure battery life in months. Not hours. #Enduro2 pic.twitter.com/OcTLdpvHV6
— Garmin (@Garmin) September 8, 2022
In the attached images and the hashtag, Garmin also features the new Enduro 2 - the watch it specifically aims at the same set of ultra-endurance athletes Apple appeared to target in its Watch Ultra unveiling.
It's all relatively subtle stuff, of course, but there's very little chance, we think, that Garmin has put this out by coincidence.
As we noted in our Apple Watch Ultra hands-on review, the Apple smartwatch can't yet seriously compete with any dedicated sports watch, such as the ones offered by Garmin. And, in that sense, the snark is justified.
On the other hand, it's also fair to think that Garmin should be pretty worried about Apple encroaching on its space - even if the battle won't truly begin for a few more years.
In a way, this already has the air of Apple's previous rivalries, such as the one with traditional watchmakers after the Apple Watch first launched, and, more broadly, Windows and Google's Android.
Historically, Apple hasn't done too badly in this kind of matchup, but only time will tell whether the Ultra will break through.
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Conor moved to Wareable Media Group in 2017, initially covering all the latest developments in smartwatches, fitness trackers, and VR. He made a name for himself writing about trying out translation earbuds on a first date and cycling with a wearable airbag, as well as covering the industry’s latest releases.
Following a stint as Reviews Editor at Pocket-lint, Conor returned to Wareable Media Group in 2022 as Editor-at-Large. Conor has become a wearables expert, and helps people get more from their wearable tech, via Wareable's considerable how-to-based guides.
He has also contributed to British GQ, Wired, Metro, The Independent, and The Mirror.