Eric Migicovsky's Core Devices: Building Pebble's Future Without Startup Hype

A decade after Pebble's smartwatch captivated tech enthusiasts before its acquisition by Fitbit, founder Eric Migicovsky is rewriting the hardware playbook. His new venture, Core Devices, operates with just five employees and consciously rejects the 'startup' label. In an industry dominated by venture-funded blitzscaling, Migicovsky tells TechCrunch that Core Devices aims for sustainability rather than explosive growth—a philosophy reflected in both its business model and product design.

The Pebble revival isn't merely nostalgic. Core Devices' upcoming hardware includes redesigned Pebble smartwatches leveraging modern components while retaining the e-paper displays and week-long battery life that defined the original. More intriguing is the development of an AI-powered wearable ring—a category currently dominated by Oura—designed for discrete health tracking and notification filtering. Migicovsky describes both products as 'tools meant to last,' contrasting sharply with the planned obsolescence common in consumer electronics.

This approach directly counters Pebble's original trajectory. The company raised over $43 million across Kickstarter campaigns and VC rounds before struggling to scale against Apple and Samsung, ultimately selling to Fitbit in 2016. Core Devices operates without external funding, using revenue from accessory sales and Pebble inventory to fund development. Migicovsky argues this avoids the 'growth-at-all-costs' pressure that doomed many hardware startups: 'When you take VC money, you sign up for a specific outcome. We're building for people who actually use our products, not for an exit.'

Critics question whether such a lean operation can compete in today's wearables market. Apple and Samsung dominate with deep R&D budgets, while newer players like Oura partner with healthcare providers and insurers. Core Devices' focus on privacy-first, distraction-minimizing devices positions it against the trend of increasingly sensor-packed wearables. Some industry analysts suggest niche appeal might limit market reach, though early Pebble enthusiasts have signaled strong interest in the rebooted brand.

Beyond products, Core Devices represents a broader push toward sustainable tech practices. The company publishes repair guides for existing Pebble devices and designs new hardware with modular components. This philosophy extends to its development cycle: Unlike major manufacturers refreshing products annually, Core Devices plans multi-year support cycles. As consumers grow weary of disposable gadgets and surveillance-centric business models, Migicovsky's experiment could signal a viable path for independent hardware builders—if they can resist the siren song of venture capital.

The true test comes later this year when Core Devices ships its new Pebble watches and AI ring. Success won't be measured by unicorn valuations, but by proving that small teams building focused, repairable devices can thrive alongside tech giants.