In recent years, the Garmin Forerunner series has emerged as a prominent choice among runners and fitness enthusiasts, despite its often described "clunky" and utilitarian appearance. Originally purchased by many for specific athletic purposes—such as marathon training—these GPS smartwatches have increasingly become everyday accessories, valued for their functionality rather than their fashion appeal.

Garmin, founded in 1989 in Kansas by engineers Gary Burrell and Min Kao, initially focused on marine and aviation GPS technology before branching into fitness wearables. Their first running watch appeared in 2003, and since the pandemic, sales of their fitness line have surged significantly. For instance, in the first quarter of 2026, Garmin’s sales grew 42 percent, reaching $547 million. The brand’s available models range widely in price and features, from the reasonably priced Forerunner 55 to the high-end Marq Athlete Gen 2.

The appeal of Garmin watches lies primarily in their robust fitness tracking capabilities. Most models measure steps, calories burned, and sleep, while offering real-time pace and distance tracking, features particularly valued by runners. They also integrate with social fitness platforms such as Strava, supporting engagement with fitness communities and competitions like Hyrox. This has helped Garmin watches become a recognizable symbol within athletic circles, signaling a commitment to training and physical activity.

Despite their growing popularity, Garmin watches are frequently described as aesthetically unremarkable or even unattractive. Some users acknowledge the watches can clash with formal or stylish outfits. Nicola Strange, co-founder of Studio Beyond, relayed that a friend labels her Garmin Fenix 6x Pro an "outfit ruiner," though she and others do not mind the look due to the watch’s practical benefits. The visible wear from consistent use, such as tan lines where the watch rests, has become a badge of dedication to an active lifestyle, as noted by Matt Willocks of the creative agency Good Sport, who considers a "Garmin tan line" a signifier of wealth in health and outdoor activity.

Among users, opinions vary on the Garmin’s status compared to luxury timepieces. Marathon runner James Irlam, who owns both Apple Watches and luxury models like Rolex, prefers his Garmin for its reliability and focus on athletic metrics. He has even stopped wearing his Rolex outside exercise, feeling that the Garmin reflects success earned through personal effort rather than flashiness. This sentiment reflects a broader shift in how some consumers perceive watches—not merely as fashion or status items but as tools that symbolize lifestyle and discipline.

The market is responding to the demand for sports watches with more elegant designs that blend performance and luxury. For example, Tag Heuer's Connected series offers steel sports watches with interchangeable straps, though at significantly higher prices. New ventures like Codexx’s XBand provide sensor-equipped bands to allow seamless integration of fitness tracking with luxury watches. Additionally, companies like Amazfit have commissioned custom luxury designs, such as diamond-dial watches for notable athletes like British runner Josh Kerr.

For many users, the Garmin represents an alternative to more connected smartwatches like the Apple Watch, eschewing features such as text and email notifications in favor of simplicity and durability. Some appreciate Garmin’s "analogue" feel in an era dominated by digital overload, a contrast that contributes to the personal attachment owners develop with these practical, if unconventional, timepieces.