Pebble Founder Returns—But This Time, It’s Not a Startup
What happens when the creator of one of the most beloved smartwatches of all time makes a comeback? If you’re Eric Migicovsky, you ditch the startup playbook entirely. At CES 2026, Migicovsky unveiled his new venture, Core Devices, revealing plans to revive the Pebble smartwatch brand alongside an AI-powered ring—all without outside funding, pre-manufactured inventory, or Silicon Valley hype. In his words: “This is not a startup.” For fans who mourned Pebble’s 2016 demise after its sale to Fitbit (and later Google), this return promises nostalgia with a radically sustainable twist.
Why “Not a Startup” Matters in 2026
In today’s hardware landscape—dominated by VC-backed moonshots and vaporware promises—Migicovsky’s stance is refreshingly contrarian. Startups chase growth at all costs; Core Devices prioritizes profitability from day one. “We’ve structured this entire business around being a sustainable, profitable, and hopefully, long-running enterprise,” he told TechCrunch at CES. That means no mass production until orders are confirmed, no bloated teams, and no pressure to pivot into AI just because it’s trendy—though notably, their new ring does integrate thoughtful AI features. The philosophy reflects hard-won lessons from Pebble’s rise and fall.
Lessons From Pebble’s Rise—and Its $40M Exit
Pebble wasn’t just another gadget—it sparked the modern smartwatch era. Launched via Kickstarter in 2012, it raised over $10 million and built a cult following thanks to its week-long battery life, e-paper display, and developer-friendly platform. But scaling proved brutal. Despite selling nearly 2 million units, Pebble struggled against Apple Watch and Samsung’s deep-pocketed entries. By 2016, Migicovsky sold the company to Fitbit for roughly $40 million, largely to protect employees and users. Now, he’s applying those scars: smaller batches, direct customer relationships, and zero reliance on investor whims.
Core Devices’ Two-Pronged Comeback Strategy
Core Devices isn’t just reissuing old Pebbles. The company is launching two products: a modernized Pebble smartwatch (details still under wraps) and an AI ring designed for passive health and contextual awareness. Unlike flashy competitors like Humane or Rabbit, Migicovsky emphasizes utility over spectacle. The ring won’t project holograms—it’ll quietly track sleep, stress, and activity, then offer actionable insights via a companion app. Crucially, both products will only be manufactured after customers pay upfront, eliminating waste and financial risk.
The Anti-Hype Play in an AI-Obsessed Market
While every CES booth screams “AI!” Core Devices takes a minimalist approach. Migicovsky acknowledges AI’s potential but rejects gimmicks. “This isn’t about replacing your phone,” he says. “It’s about reducing screen time by delivering only what matters—when it matters.” The ring’s AI focuses on ambient intelligence: learning routines, flagging anomalies (like irregular heart rhythms), and syncing discreetly with the Pebble watch. No voice assistants, no constant notifications—just calm, useful tech. In an era of digital burnout, that restraint could be its biggest selling point.
Sustainable Hardware Without the Greenwashing
“Inventory kills hardware companies,” Migicovsky bluntly states. Core Devices avoids this by adopting a build-on-demand model inspired by boutique manufacturers like Framework and Fairphone. Customers preorder, then devices are assembled in small batches. This slashes e-waste, reduces capital strain, and ensures every unit has a home. Combined with modular designs (rumored for the new Pebble), repairs and upgrades become feasible—aligning with EU right-to-repair laws and growing consumer demand for ethical electronics.
Why Pebble’s Legacy Still Resonates
Even a decade after its shutdown, Pebble enjoys near-mythical status among tech enthusiasts. Its open SDK empowered developers to create thousands of watchfaces and apps, while its monochrome screen offered clarity and battery life unmatched by OLED rivals. Migicovsky knows nostalgia alone won’t sell watches in 2026—but pairing that legacy with modern sensibilities (better connectivity, smarter sensors, privacy-first data policies) might. Early community reactions online have been cautiously optimistic, especially among former Pebble owners now wary of Big Tech’s wearable ecosystems.
No Funding, No Problem?
Core Devices is self-funded—a rarity in hardware. Migicovsky isn’t disclosing revenue targets, but he’s confident the lean model works. “You don’t need $50 million to make great products,” he argues. “You need focus, craftsmanship, and respect for your users.” Without investors demanding hypergrowth, Core can iterate slowly, listen to feedback, and avoid the feature bloat that plagues even Apple and Samsung. It’s a bet that a dedicated niche—privacy-conscious, anti-obsolescence buyers—is enough to sustain a business long-term.
The Quiet Rebellion Against Tech’s Growth-at-All-Costs Mentality
Migicovsky’s reboot is more than a product launch—it’s a quiet manifesto. In rejecting the “startup” label, he challenges Silicon Valley’s orthodoxy that scale equals success. Core Devices embodies a growing counter-movement: small teams building durable, human-centered tech without chasing unicorns. As climate concerns and digital fatigue mount, this ethos may resonate beyond hardcore Pebble fans. After all, not every innovation needs to disrupt—it just needs to endure.
What’s Next for Core Devices
The AI ring is expected to ship in Q3 2026, with the Pebble smartwatch following by year-end. Pricing remains unconfirmed, but Migicovsky hints at premium-but-fair positioning—likely $200–$300 for the watch, $150–$250 for the ring. Preorders will open via the company’s website with transparent timelines. Crucially, Core will maintain an open API, inviting developers back into the ecosystem that once made Pebble magical. For now, the team remains tiny—under 10 people—but deeply experienced in wearables, firmware, and supply chain logistics.
A Second Chance Built on Wisdom, Not Hype
Eric Migicovsky isn’t trying to conquer the world this time. He’s building something that lasts—something that respects both users and the planet. In walking away from the startup rat race, he may have found a better path forward for hardware: slow, intentional, and sustainable. As consumers grow weary of planned obsolescence and data-hungry gadgets, Core Devices’ “un-startup” could be exactly what the market needs. The Pebble story isn’t getting a sequel—it’s getting a wiser, quieter second chapter.
