Amazfit Unveils Bold New Brand Identity with Landor

Amazfit partners with Landor to unveil  a bold new brand identity as global smartwatch  launch inspires everyone to UP YOUR GAME. The new brand identity also celebrates self-expression and more boldly reflects its  customers’ values and lifestyles. 

Amazfit is a brand owned by Zepp Health (NYSE: ZEPP) that has shipped over 100 million  devices since 2014. In a constantly-changing world where customers are filled with endless  opportunities and evolving moods, feelings and goals which change over time in different environments, the Amazfit brand is providing endless possibilities, demonstrating passion,  spontaneity and optimism. 

The new identity reflects this through a broad range of bold colors and a playful evolution of  the Amazfit logo.  

New logo



“We have become a part of people's lifestyle - helping them showcase their personality,  energy and attitude. Therefore, we decided to refresh and upgrade the Amazfit brand, to  better express our vision and encourage people to live a healthier life. For the first step in  this journey, I am excited to show you the new Amazfit logo. It represents a colorful world  and shows the value of being inclusive.” says Amazfit CEO Huang Wang.  

Amazfit’s vision is to free more people to live their passions and express their active spirit.  Amazfit is doing this by creating dynamic and stylish technology products that promote self expression, a positive self-image, celebrates life and enables customers to live life to the  fullest. Amazfit’s extensive portfolio already includes a range of stylish and sporty  smartwatches and bands, fitness equipment and earbuds.

Now Amazfit is going further, inspiring everyone to up their game. 

Amazfit has partnered with leading fashion trailblazers HELIOT EMIL™ and Christian Cowan  who have both embraced the desire to up their game and integrated Amazfit into their shows  at Paris Fashion Week and New York Fashion Week respectively. While Christian has gone  one step further to become the Amazfit GTR 3 and GTS 3 series Experience Consultant. 

The collaboration with the fashion designers comes as Amazfit launches its new GTR 3 and  GTS 3 Series - a suite of cutting-edge health and fitness features packed into three sleek  and stylish smartwatch models. All designed to enable users to up their game without  sacrificing personal style. The GTR 3 Pro, GTR 3 and GTS 3 have been created to help  people navigate effortlessly in and out of their digital lives and strike balance and success.  

Christian Cowan

The Amazfit GTR 3 and GTS 3 series will be available in European countries (Germany, France, Italy, UK ) on 11 October (GMT+1) but will be available in Spain on 18 October; GTR 3 and GTR 3 Pro will be available in the USA on 11 October, and GTS 3 will be available in the USA on 20 October.

For more information, visit 

Brought to you by