Garmin smartwatch faces Apple Watch competition as price discounts hit Italy

Garmin and Apple are positioning their flagship wearables for overlapping user groups in 2026. Apple’s Watch Ultra 3 is marketed as an adventure‑ready device that also handles everyday tasks such as contactless payment and video calls, while Garmin stresses its data‑focused approach for athletes.

In Italy, Amazon is offering the Garmin fenix E at a historic 34 % discount, lowering the price to €393.89. The discounted smartwatch features a 1.3‑inch AMOLED display, multi‑band GPS, health sensors, Garmin Pay and up to 16 days of battery life, targeting both daily wear and outdoor sport use.