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M. Cecelia Bittner and Jessica Hullinger

The wristwatch is dying, right? Nobody even wants a “smartwatch.” 
Wrong: Allerta raised $3 million in less than a week for its iPhone connected Pebble.

"We’ve been working on smartwatches for years—I think they key was iteration. It’s a very personal device, as people wear a watch and it’s constantly in contact with them. You wear it to bed, you wear it when you’re eating and when you’re working." Thus design was absolutely key to Pebble, and Migicovsky complimented his indistrial designer Steve Johns, who "spent a lot of time looking at what people wear on their wrists, and how we could make something that could be customizable, and beautiful and small and sleek."

The wristwatch is dying, right? Nobody even wants a “smartwatch.”

Wrong: Allerta raised $3 million in less than a week for its iPhone connected Pebble.

"We’ve been working on smartwatches for years—I think they key was iteration. It’s a very personal device, as people wear a watch and it’s constantly in contact with them. You wear it to bed, you wear it when you’re eating and when you’re working." Thus design was absolutely key to Pebble, and Migicovsky complimented his indistrial designer Steve Johns, who "spent a lot of time looking at what people wear on their wrists, and how we could make something that could be customizable, and beautiful and small and sleek."