Sunday Runday
In this weekly segment, Android Central Wearables Editor Michael Hicks delves into the realm of wearables, apps, and fitness technology associated with running and health, as he strives to improve his speed and fitness levels.
The Garmin Forerunner 570 and 970 come with a higher price tag than previous models. While other 2025 Garmin watches have sacrificed new features to keep costs down, I’m pleased that Garmin didn’t hold back with the Forerunner series. However, it seems Garmin focuses on competing with its own advancements rather than those of other brands.
The leap from the $599 Forerunner 965 to the $749 Forerunner 970 is quite notable, offering the latest Elevate v5 technology for improved heart rate accuracy, ECGs, skin temperature readings, a flashlight, microphone & speaker for calls and commands, sapphire crystal protection, and additional metrics like running tolerance.
If you’re considering the $549 Forerunner 270 against the $449 Forerunner 265, you’ll also gain the gen5 heart rate accuracy upgrade, enhanced screen brightness on a larger display, the same microphone & speaker, and skin temperature features along with heat acclimation insights.
The Instinct 3 and Vivoactive 6 have stuck with last-generation heart rate sensors, maintaining the same hardware to keep costs fixed. I was concerned Garmin would follow the same approach with the Forerunners and make us wait until 2027 for any substantial upgrades.
This is why I’m excited about the Forerunner 970, yet I’m also frustrated by how Garmin limits features in mid-tier models like the Forerunner 570.
As prices rise, withheld features become more difficult to accept
The $499 Instinct 3 lacks offline maps, even as an “adventure” watch, while more affordable competitors like the $349 COROS PACE Pro and Suunto Race S include this feature. I raised concerns before, but Garmin prioritized a lightweight CPU for battery life over storage for maps.
In contrast, the $549 Forerunner 570 has ample storage space for maps and doesn’t require a constrained processor. There is no logical rationale for its lack of map support; at the very least, Garmin could allow users to download specific regional topographic data.
The only reasonable theory is that their absence encourages consumers to opt for the Forerunner 970.
The same context applies to the heart rate sensors on the 570 model. I appreciate the improved heart rate accuracy and skin temperature sensing. However, every other Gen5 model offers ECGs, including the $449 Venu 3. Competitors outside of Garmin, such as the COROS APEX and Polar Vantage series, consider ECGs standard.
Garmin, however, seems oblivious to its competition; the only rival that appears to matter is the Forerunner 970. For the 570 to stand out, it deliberately withholds features. Heart health alerts thus become a premium feature justifying the price of $750.
This pricing strategy is not unfamiliar for Garmin. With the Forerunner 165, users cannot access training load data even though the watch calculates this information in the background to inform VO2 Max, recovery time, and daily recommended workouts that focus on anaerobic or low aerobic exercise. By restricting access to this data, Garmin prompts consumers to upgrade to the Forerunner 265.
I accepted this artificial limitation with the 165, priced at $249, as training load metrics are somewhat niche. However, as Garmin’s watch prices rise, it becomes increasingly difficult to accept these feature restrictions when mid-tier options exceed the cost of a Galaxy or Apple Watch.
In Garmin watches, every component comes at a price
Smartwatch “tiers” have become commonplace, with each brand aiming to upsell features selectively. Companies are mindful of which features are locked behind price barriers to avoid it reflecting poorly when a competitor offers more at a lower price.
While you’re likely paying more for higher quality materials like stainless steel or titanium, or enhancements like better battery life, brands still compress most features into their main models while sticking to consistent pricing with some minor inflationary adjustments.
Garmin, on the other hand, views every new feature that modernizes its watches as a reason to increase prices. Switching from MIP to AMOLED displays for the Forerunner and Instinct lines adds an additional $50–100 to the price. The Fenix 8 saw a $200 price increase collectively for AMOLED integration, improved sensors, and added microphone & speaker functionalities.
You won’t encounter dual-band GPS on any watch priced under $300, nor offline mapping capabilities on any model below $600. Even though Garmin’s Gen5 heart rate sensors debuted in 2023, the “cheaper” models like the $500 Instinct 3 are still equipped with Gen4 sensors.
While I can’t discern the exact component costs incurred by Garmin, it’s evident they want consumers to understand that these costs will be passed onto them.
Additional elements such as tariff issues can also hike up prices. Yet, Garmin’s strategy for 2025 sets a clear precedent: once a watch reaches a specific price point, consumers shouldn’t expect any new hardware at that price, nor features typically found in flagship models.
Future versions may either maintain the same price with minimal enhancements or introduce new features at significantly increased prices.
Garmin perceives any newly introduced feature as a chance to request more financial commitment from athletes for added value. This approach is sustainable because Garmin feels little pressure to competitively price its fitness watches against other brands.
Garmin users are often too entrenched in its ecosystem to make a switch. As a result, Garmin is willing to tolerate negative buzz surrounding its Connect+ paywalls, as its most loyal customers will pay $750 or more for the latest features, even if they voice dissatisfaction.
If you believe the Forerunner 970 and 570 are overpriced, rest assured that older Garmin models are still on the market — and often at discounts for Memorial Day, making the Forerunner 965 available for $50 less than the 570.
Otherwise, we must accept this new paradigm with the latest Garmin watches.