The news: Meta is planning a smartwatch launch this year, per The Information, reviving a previously canceled hardware effort as it sharpens its AI device strategy. The smartwatch, internally known as Malibu 2, could feature health-tracking capabilities and Meta’s built-in AI assistant.

The company is also reassessing its device release schedule to avoid customer confusion around overlapping launches. Its mixed-reality (MR) glasses project—codenamed Phoenix—has been delayed to 2027, while a next-gen version of the Ray-Ban Meta Smart Glasses is expected this year.

Zooming out: A Meta smartwatch would increase competition with incumbents like Apple and Google as they expand consumer device strategies.

Meta is an outlier among those rivals because it lacks a smartphone. With the addition of a smartwatch, it can offer users another entrypoint to Meta AI that’s more readily available than its app or the assistant’s integrations with Instagram and Facebook.

Looking back: Meta’s smartwatch ambitions date back to at least 2021, per The Information, when it was reportedly developing an open-source Android-powered version with built-in cameras.

The company shelved that project in 2022 amid restructuring and cost-cutting within the Reality Labs division during its metaverse-heavy phase. Zuckerberg recently clarified that Reality Labs investments will prioritize glasses and wearables going forward.

Why it matters: The wearables market is becoming more AI-focused, raising the stakes for new entrants. Smartwatches also have a strong foothold within the wearables niche—we expect 29.4% of the US population, or 79.1 million people, will be smartwatch users in 2026.

Meta appears to be positioning the smartwatch as part of a broader AI-centric hardware ecosystem.The device could emphasize voice-driven interaction powered by Meta AI and boost adoption of its assistant.

It also reflects Meta’s intent to expand its presence in consumer electronics beyond AR and VR products that may not be as easy to use outside the home, such as headsets.

Implications for brands: A Meta smartwatch could offer new AI touchpoints and commerce opportunities, including paths for contextual prompts and on-the-go retail. Hardware sales could further develop Meta’s consumer revenue streams and reduce reliance on social media ads.

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