Xiaomi launches cross-platform tracker and new smartwatch in European market

Xiaomi has expanded its product lineup in Europe with two new devices: an affordable Bluetooth tracker and a new smartwatch, both positioned to compete with established brands in their respective categories.

The Xiaomi Tag, priced at €15, enters the crowded Bluetooth tracker market dominated by Apple's AirTag and Samsung's SmartTag. What sets Xiaomi's offering apart is its cross-platform compatibility, working with both Apple's Find My network and Google's Find My Device network for Android users. This dual compatibility addresses a significant limitation of many third-party trackers, which typically work exclusively within one ecosystem.

Bluetooth trackers have become popular for locating personal items like keys, wallets, and bags. The Xiaomi Tag functions similarly to Apple's AirTag, using Bluetooth to connect to a smartphone and leveraging crowdsourced networks to help locate items when they're out of direct Bluetooth range. The device features a replaceable CR2032 battery, which Xiaomi claims provides up to one year of battery life.

The inclusion of both Ultra Wideband (UWB) and Bluetooth capabilities would position the Xiaomi Tag as a direct competitor to AirTag in terms of precision finding, though specifications on the exact UWB implementation are not yet detailed. The physical design resembles a small, rounded disc with a metallic finish, similar to AirTag but with Xiaomi's branding.

The second product, the Xiaomi Watch 5, is priced at €300, positioning it as a mid-range competitor to established smartwatches like the Apple Watch SE and Samsung Galaxy Watch series. While detailed specifications are limited at this time, Xiaomi's previous watch iterations have included features such as heart rate monitoring, sleep tracking, blood oxygen measurement, and various workout modes.

The Watch 5 likely runs on Xiaomi's custom watch OS based on Android Wear OS, providing access to Google's Play Store for applications. Previous Xiaomi watches have offered decent battery life, often lasting multiple days on a single charge, which could be a key selling point compared to some competitors that require daily charging.

Xiaomi's strategy of offering competitive pricing while maintaining feature parity with more expensive devices has been successful in various markets. The company's ability to manufacture components at scale allows it to offer devices at price points that undercut established brands while still providing core functionality.

For consumers, the Xiaomi Tag represents an attractive option for those invested in multiple ecosystems or who prefer not to be locked into Apple's proprietary system. The device's low price point also makes it an easy entry into the world of item tracking without significant financial commitment.

The Xiaomi Watch 5, at €300, targets users who want smartwatch functionality but are unwilling to pay premium prices. It may particularly appeal to Android users who want a comprehensive smartwatch experience without the higher cost of some flagship alternatives.

Both products will be available in European markets ahead of the Mobile World Congress (MWC) in Barcelona, where Xiaomi is expected to showcase additional devices. The launches demonstrate Xiaomi's continued commitment to expanding its presence in the European tech market.

The company faces significant competition in both categories. In the tracker space, Tile and Chipolo already offer cross-platform solutions, while Apple's AirTag maintains a strong position within its ecosystem. In the smartwatch market, Xiaomi must compete not only with Apple and Samsung but also with Fitbit, Garmin, and numerous other established players.

Despite these challenges, Xiaomi's history of delivering feature-rich devices at competitive prices suggests these new products could find a receptive audience among cost-conscious consumers who value functionality above brand prestige.