Singapore – Fitbit’s corporate presence in Singapore is set to be dissolved, with its local entity undergoing voluntary liquidation as parent firm Google continues to absorb the fitness tracker brand into its global operations.
A notice in the Government Gazette confirmed the appointment of liquidators for Fitbit Singapore.
Meanwhile, regulatory filings with the Accounting and Corporate Regulatory Authority show the company is in the process of being wound up, as reported by The Strait Times.
The move comes more than a decade after Fitbit established its presence in Singapore in 2015, and follows its acquisition by Google’s parent, Alphabet Inc., in a US$2.1 billion deal completed in 2021.
Since the acquisition, Fitbit’s operations have been progressively integrated into Google’s devices and services portfolio.
Its health and fitness tracking features now form part of Google’s wearables push, including its Pixel Watch lineup, as the company expands its footprint in the competitive smartwatch segment.
Consumers are not expected to be affected by the development. Fitbit-branded devices will continue to function, with support and services maintained under Google’s ecosystem.
Fitbit’s transition from an independent brand to part of Google’s broader strategy reflects wider industry shifts, as tech giants prioritise scale, platform integration, and recurring services over standalone hardware businesses.
