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Garmin’s $2,500 Luxury Watches Challenge Apple: Stock Jumps, But Can It Win?

Garmin is taking its rivalry with Apple into luxury territory, and investors are paying attention. Shares of the former navigation specialist climbed nearly 4% on October 13, closing at $276.63, following the unveiling of its third-generation MARQ smartwatches, with prices starting at $2,500. The new collection combines premium craftsmanship with satellite messaging, emergency SOS capabilities, advanced health monitoring, and specialized tools for athletes, pilots, divers, and outdoor enthusiasts. While Apple continues to dominate the broader smartwatch conversation through its integrated technology ecosystem, Garmin is pursuing customers willing to pay more for purpose-built capabilities. The launch follows strong second-quarter earnings, including double-digit revenue growth and expanding profitability, which prompted management to raise its full-year outlook.