Noise Smartwatches Make Global Leap: The gleaming glass displays at Selfridges London and Printemps Paris now showcase something unexpected alongside luxury fashion brands and high-end cosmetics – smartwatches and wearables proudly bearing the “Made in India” mark.
For shoppers strolling through these iconic department stores, the presence of Noise – India’s leading smartwatch brand – represents more than just new tech products. It signals a shifting global landscape where Indian innovation is making its mark in the world’s most competitive luxury retail spaces.
“I was surprised to see an Indian brand here,” remarks Sophie, a regular Selfridges shopper examining the ColorFit Pro Series display. “The designs look premium, and the prices are quite reasonable compared to other smartwatches I’ve seen.”
This scene, now playing out daily in two of Europe’s most prestigious retail destinations, marks a significant milestone not just for Noise, but for India’s growing reputation as a global tech innovator.
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From Indian Success Story to Global Ambition
The journey of the Indian tech startup from a small Indian startup to international expansion is nothing short of remarkable. Founded in 2014 by brothers Amit and Gaurav Khatri, Noise has grown from a smartphone accessories maker to capturing over 27% of India’s booming smartwatch market.
“We’ve always believed that Indian innovation could compete globally,” explains Gaurav Khatri, Co-Founder of Noise. “As we continue to emphasize the relevance and adoption of smart wearables in India, we are equally bullish about making premium smart wearable experiences accessible to a larger network of global audience. Our strategic launch at iconic retailers like Selfridges in London and Printemps in Paris marks a key milestone, enabling us to bring innovative, Made-in-India products to consumers around the world and accelerate the brand’s international growth.”
This European expansion follows the company’s successful entry into the Middle East through Virgin Megastores in the UAE – a strategic first step that tested the waters for global consumer reception. The positive response there provided the confidence to target Europe’s sophisticated tech markets.
What makes this expansion particularly noteworthy is the company’s approach. Rather than starting with online-only sales or budget retailers, Noise has positioned itself alongside premium global brands in the Smartech experience zones of Selfridges and Printemps – dedicated spaces where consumers can experience cutting-edge technology firsthand.
Smartwatches Market Booming in Europe as Noise Makes Strategic Entry
The timing of Noise’s European debut couldn’t be better. The smartwatches market in Europe is projected to reach $48.5 billion by 2030, growing at a CAGR of 14.2%. In the UK specifically, the market is expected to hit $14.1 billion by 2030, with an even higher CAGR of 15.7%.
This growth is being driven by a fundamental shift in how consumers view wearable technology. What began as simple step counters has evolved into sophisticated health monitoring systems, fashion statements, and essential lifestyle tools.
“European consumers are increasingly looking for wearables that offer more than just basic fitness tracking,” notes tech analyst Maria Kowalski. “They want devices that provide actionable health insights, seamlessly integrate with their digital ecosystem, and look stylish enough to wear with both casual and formal attire.”
This evolution plays directly into the company’s strengths. The brand has built its reputation on delivering feature-rich devices at accessible price points – a value proposition that resonates with cost-conscious European consumers who still demand quality and functionality.
Market research indicates that while the premium segment (devices priced between $400-699) currently holds the largest market share at 42.89%, the fastest-growing segment is in the $300-399 range – precisely where many of Noise’s products are positioned.
Health Tracking Wearables from Noise Set to Transform European Market
Among the products generating the most interest at Selfridges and Printemps are Noise’s health tracking wearables, particularly the Luna Ring and ColorFit Pro Series smartwatches.
Health tracking wearables have seen a surge in popularity following global health concerns in recent years. European consumers, particularly those aged 25-44, are increasingly investing in devices that offer comprehensive health monitoring capabilities.
“What’s impressive about Noise’s health features is the depth of insights they provide,” comments Dr. Jean Dupont, a Paris-based healthcare technology consultant who examined the products at Printemps. “Their sleep analysis, stress monitoring, and activity tracking compare favorably with much more expensive devices from established brands.”
The Luna Ring, in particular, has drawn attention for its innovative approach to health tracking. Unlike wrist-worn devices, the ring form factor allows for more accurate heart rate monitoring and sleep tracking, making it appealing to health-conscious consumers looking for alternatives to traditional smartwatches.
Supporting these devices is the NoiseFit App, which the company describes as “India’s highest-rated health and fitness platform.” The app provides a unified ecosystem for users to track their health metrics, set goals, and receive personalized insights – a crucial component in building brand loyalty in the competitive European market.
AI Smartwatches: How Noise is Bringing Innovation to European Consumers
Beyond health tracking, the company is positioning itself at the forefront of the AI smartwatches revolution. As artificial intelligence becomes more sophisticated, its integration into wearable devices is creating new possibilities for personalization and functionality.
AI smartwatches that provide personalized insights are the fastest growing segment in the wearables market. Noise’s latest models incorporate AI algorithms that learn from user behavior to provide increasingly relevant notifications, health recommendations, and performance insights.
“The integration of AI in smartwatches allows for more accurate health monitoring and predictive insights,” explains tech reviewer Thomas Schmidt. “Noise’s approach to AI is particularly interesting because it focuses on practical applications rather than gimmicky features.”
For European consumers accustomed to established brands like Apple, Samsung, and Garmin, Noise offers a compelling alternative that balances innovation with affordability. The brand’s presence in premium retail environments helps overcome the initial skepticism some might have about a relatively unknown Indian brand.
Made in India Smartwatches Making Global Impact
Perhaps the most significant aspect of Noise’s expansion is what it represents for Indian manufacturing and innovation on the global stage. With over 95% of its products manufactured in India, Noise embodies the “Make in India” initiative’s potential to create globally competitive products.
“Ten years ago, the idea of an Indian consumer electronics brand competing with global giants in premium European retail spaces would have seemed far-fetched,” notes retail analyst Priya Sharma. “Noise’s presence in Selfridges and Printemps demonstrates how far Indian manufacturing and design have come.”
This sentiment is echoed by retail staff at both locations, who report that customers are often surprised to learn about the brand’s Indian origins after being impressed by the products’ design and features.
“Many customers assume it’s an American or European brand based on the design quality,” says Thomas, a Smartech associate at Selfridges. “When they learn it’s Indian, there’s often a moment of recalibration – in a positive way. It challenges their preconceptions.”
The Future of Noise’s Global Expansion
Looking ahead, the company’s European launch appears to be just the beginning of a broader global strategy. The company has indicated plans to expand into additional markets, with a multi-channel approach that combines premium retail partnerships, online marketplaces, and strategic distribution networks.
This approach mirrors the strategy that helped Noise dominate the Indian market, where the brand maintains presence across 8,000+ retail outlets while also selling through major e-commerce platforms.
For European consumers, the arrival of Noise represents greater choice in a market that has been dominated by a handful of major players. The brand’s combination of competitive pricing, feature-rich products, and growing retail presence positions it as a serious contender in the wearable technology space.
“We’re not just selling devices; we’re offering an ecosystem and a philosophy,” says Khatri. “Our products are designed to make technology more accessible and more personal, regardless of where our customers live.”
As shoppers at Selfridges and Printemps begin to discover and embrace Noise products, the brand’s European journey is just beginning. For an Indian company born less than a decade ago, having its products showcased alongside global luxury brands represents both a remarkable achievement and a promising foundation for future growth.
The next time you visit these iconic department stores, take a moment to stop by the Smartech experience zone. You might just discover that the future of wearable technology has an unexpected origin story – one that’s proudly Made in India, but designed for the world.
Buy the smartwatches: https://amzn.to/3YbN0Lz
Frequently Asked Questions
Where can I find Noise products in Europe?
Noise products are currently available at Selfridges in London and Printemps in Paris, specifically in their Smartech experience zones. The company is expected to expand to additional retailers and online marketplaces in the future.
What products does Noise offer in European markets?
Noise offers its full range of products in Europe, including smartwatches (like the ColorFit Pro Series), smart rings (the Luna Ring), and audio devices (including Master Buds with Sound by Bose). All products are supported by the NoiseFit App.
How do Noise smartwatches compare to established brands?
Noise smartwatches offer comparable features to many established brands but typically at more competitive price points. They excel in health tracking, battery life, and customization options, though they may not have the same ecosystem integration as Apple or Samsung devices.
Is Noise a new company?
No, the company was founded in 2014 in India and has grown to become the country’s leading smartwatch brand with over 27% market share. The company has only recently begun its international expansion, which is why it may be unfamiliar to European consumers.
Are Noise products actually made in India?
Yes, over 95% of Noise products are manufactured in India. The company is proud of its “Made in India” heritage and sees its global expansion as an opportunity to showcase Indian innovation and manufacturing capabilities.
What makes the Luna Ring different from other fitness trackers?
The Luna Ring uses a ring form factor rather than a wrist-worn design, which allows for more accurate heart rate monitoring and sleep tracking. Its discreet design also appeals to users who prefer not to wear visible fitness trackers or smartwatches.
This article was published on March 31, 2025, and contains the latest information about Noise’s expansion into European markets.
