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Fortune

Andrew Nusca

Data Sheet: Hit 'em where it hurts

Data Sheet Fitbit Google

(Credit: (Michael Buckner/Variety/Getty Images))

Good morning, and welcome to November. On this day five years ago, Google announced that it would buy Fitbit for $2.1 billion.

It surely feels like ages ago that Fitbit was the king of wearable tech. The underwhelming launch of the Apple Watch failed to break Fitbit’s grip…but then it did. Today, watches are in, bands are out, and Google is an also-ran in the category…even if its products are slick.

As for me? I exchanged my fitness band for a mechanical watch that very same year. One fewer thing to remember to plug in. —Andrew Nusca

P.S. My editor wants you to know that Josh Kushner, founder of the venture firm Thrive Capital (Airtable, Anduril, OpenAI, Plaid, Stripe), will speak at the upcoming Fortune Global Forum, Nov. 11-12 in NYC. Request an invitation here.

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