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Wednesday, September 30, 2026

How Meta Uses A.I. Data Centers to Avoid Billions in Federal Taxes - The New York Times

How Meta Uses A.I. Data Centers to Avoid Billions in Federal Taxes

"Meta is exploiting a lucrative tax break intended to support research and experimentation. Its own accountants say the gambit is risky.

A photo illustration with an off-white square in front of the green-and-black nodes of a computer chip. In the square is a black-and-white rendering of a billboard with the Meta logo behind a data center with the right half of Mark Zuckerberg’s face in the right third of the square.
Illustration by Joan Wong; Photographs by Jason Henry for The New York Times, Mike Stewart/Associated Press, Getty Images

Mark Zuckerberg says Meta’s A.I. push is a tremendous success. “Our investments in A.I. are accelerating every major part of our core business,” he has told investors. “Every sign that we’re seeing in our own work and across the industry gives us confidence in this investment.”

But when Meta files its taxes, it tells the Internal Revenue Service a different story. It claims that its A.I. data centers are a giant experiment that could fail, according to four people with knowledge of the company’s operations.

It does this so it can tap into a tax credit intended for research and experimentation. It’s an aggressive interpretation of the tax break, which Meta embraced to claim billions of dollars in tax credits for data center expansion.

Characterizing its A.I. data centers as experimental is “kind of wild and out there,” said Andre Shevchuck, a partner at the advisory firm BPM who specializes in the research and experimentation tax credit.

Indeed, Meta’s own accountants recognize that the strategy is on shaky legal ground. In disclosures buried in securities filings, the tech giant warns that billions in tax savings are vulnerable to being overturned by the I.R.S., in large part because of “uncertainties with our research tax credits.”

Here’s what Meta is doing: For tax purposes, the company classifies its enormous, multibillion-dollar data centers as “pilot models.” Under a tax credit created in the 1980s to spur innovation, companies can get a rebate for supplies, but only if they are being tested in an experimental effort, not standard business operations. Meta is claiming that the costly A.I. computer chips it buys from companies, including Nvidia, are entitled to a taxpayer-provided discount as part of the experiment.

The move caused some unease within Meta’s finance department. The I.R.S. in the past has challenged companies that claimed the credit for basic supplies. While thousands of companies, including other tech giants, get huge benefits from the research tax credit, they do so overwhelmingly for salaries paid to researchers and engineers — the people carrying out innovation.

How Meta’s research tax credits have exploded in recent years

Meta’s use of the tax break for the data centers has not been previously reported. The New York Times reviewed securities filings and conducted multiple interviews, including with the people familiar with Meta’s operations, who spoke on the condition of anonymity to discuss proprietary matters.

The company started claiming the credit for the data centers two years ago. Since then, Meta’s savings from the credit have soared, trimming almost $4 billion off its tax bill last year, filings show. Meta is now the biggest beneficiary of the tax credit among publicly traded companies, a Times review of securities filings found.

Aggressive bets like these often pan out for big companies: Even if the I.R.S. balks, companies can settle disputes and still wind up ahead.

Meta is already in one sizable dispute with the I.R.S. over this tax break, for using it to subsidize its chief executive’s multibillion-dollar pay package. In 2013, Meta claimed that $4.1 billion of stock options exercised by Mr. Zuckerberg counted as a research expense because he helped invent new software, such as Facebook’s News Feed. The I.R.S. is trying to claw back the company’s resulting $355 million in tax savings, court filings show.

The social media company’s stock is soaring, and it is now worth nearly $2 trillion thanks in part to how its A.I. efforts have improved Instagram, WhatsApp and Facebook. This month, Meta released Muse, a personal A.I. agent that immediately became the most downloaded app for iPhone and Android users. Meta and other tech giants’ A.I. efforts have also been helped by an accelerated write-off for research and development expenses that stemmed from the One Big Beautiful Bill Act, passed in 2025.

“Meta is one of the largest investors in research and development in the United States,” said Andy Stone, a company spokesman. “Over the last five years, Meta invested $200 billion in R&D — $57 billion in the last year alone, advancing frontier research, building new technology and supporting American jobs. Like other companies that invest at this scale, we use the tax incentives Congress established decades ago to encourage this type of domestic investment.”

A Very Favorable Tax Credit

The tax break dates to the first year of the Reagan administration, when Japan was a global leader in technological innovation. Business lobbyists and legislators were worried that America’s fledgling tech sector would fall behind, so Congress created the Research & Experimentation Tax Credit as an incentive to take risks and invest in inventions that might not pan out commercially. A few years after the credit was created, a government report said it had been used to develop, among other things, electronic banking equipment and drugs to treat cancer.

Tax rules already permitted tech companies to write off research expenses from their taxable income. The new credit was even more generous and could be taken on top of the deduction. But it was harder to qualify for. Companies have to meet a complex four-part test to prove they are running an experiment, not just rolling out a new product.

In the summer of 2024, Meta was ramping up its efforts to compete in the Silicon Valley A.I. race, breaking ground on tens of thousands of acres of data centers across the country. This was an expensive endeavor. One of the biggest expenses of any A.I. data center was computer chips, which are made by companies like Nvidia and cost thousands of dollars each. A Meta employee overseeing the build-out had a creative idea to offset the costs: Tap the credit.

A black computer chip with silver and orange components rests on a metal surface.
Chips, like these from Nvidia, are the backbone of A.I. data centers.Christie Hemm Klok for The New York Times

The credit is meant to spur innovation by encouraging companies to tackle unsolved problems and technical challenges. While Meta is testing different physical layouts for server racks and looking for the best way to network thousands of chips for A.I. training, the chips themselves are known to work. They have been at the center of A.I.’s progress for the last decade and turned Nvidia into the world’s most valuable company.

Some in Meta’s finance department questioned whether this tactic would pass muster with the I.R.S., according to a person familiar with the matter. The I.R.S. has rejectedother companies’ efforts to claim the credit for “proven and commercially available equipment and technology.”

The company sought advice from lawyers at multiple firms, who pointed to a relevant case from 2021, in which a federal judge denied the research tax break to an Indiana shipbuilder for the cost of building new types of vessels. Simply creating a new product wasn’t enough; a company must pinpoint the specific components of a project that were technically uncertain and prove it used scientific experiments to overcome that uncertainty.

One of the lawyers Meta consulted was Jeffrey Moeller at Ivins, Phillips and Barker, people familiar with the conversations said. Mr. Moeller represented the pharmaceutical maker Bayer in a $200 million dispute with the I.R.S. over research tax credits. In an interview, he would not comment specifically on Meta. But he did say the rules could permit claiming the credit on commercially available, proven products — if they were supplies required to resolve the uncertainty of a project.

Another lawyer consulted by Meta, those people said, was Alex Sadler, a former Department of Justice tax lawyer and now a partner at Morgan Lewis, which declined a request to interview him. But when he spoke at a tax conference in Virginia this month, Mr. Sadler said that pilot models were an “area of controversy” and that the I.R.S. “doesn’t like” when companies characterize commercial production as research to claim the credit. The I.R.S. takes issue with the use of the research tax credit for “big things,” he said.

“What if we have a $10 billion data center that does cool stuff that hasn’t really been done?” he said. “Is all the cost a research expenditure?”

After a few months of deliberation, Meta took the plunge. It started labeling chips bound for A.I. data centers differently for tax purposes from those sent to standard data centers, two people with knowledge of the matter said.

Risky Business

The strategy has been lucrative. Meta said the research tax credit shaved $2 billion off its taxes in 2024, and then $3.9 billion in 2025.

That is a significant increase from the $700 million the company reported in 2023, the year before it embarked on its data center strategy.

At the very top of the company, Meta executives kept the tax strategy close to the vest, two people with knowledge of the discussions said.

But because the I.R.S. was likely to challenge this new and untested accounting magic, the company had to acknowledge the risk in a securities disclosure called “unrecognized tax benefits.” That is essentially the gap between what Meta paid to the I.R.S. and how much it might owe if tax authorities challenge its maneuvers. It’s a warning to investors that Meta made a bet, and the amount of the gap reflects the odds of losing, as determined by a company’s tax advisers.

Since Meta began its research credit A.I. strategy, the amount set aside to cover those tax bets increased 45 percent — to $18.74 billion today from $12.9 billion two years ago. The contributing factor listed first in its annual financial filing is “uncertainties with our research tax credits.”

Other major tech companies, including Apple, Amazon, Alphabet and Microsoft, also report research tax credits of more than $1 billion a year. But none of them have flagged the research tax credit as a risk in their financial reports to investors or disclosed whether they have used it for A.I. data centers.

“Meta is claiming billions of dollars in tax benefits that its own accountants are telling investors are at risk of being overturned by the I.R.S.,” said Lisa De Simone, a former tax adviser at EY who teaches accounting at the University of Texas business school.

Mr. Stone, the Meta spokesman, said that “unrecognized tax benefits are simply a mandated accounting measure of uncertainty.” He called them a “snapshot in time reflecting the status of unresolved issues and reflect many different types of uncertainties.”

Another of Meta’s unresolved issues concerns one of the biggest U.S. Tax Court disputes in the country’s history: The I.R.S. is seeking nearly $16 billion in taxes and penalties on profits it says the company shifted to the Cayman Islands from the United States.

Tax credit experts said Meta was again entering choppy waters by taking this huge tax break on data centers. Shawn Marchant, who runs the credit and incentives practice at Tanner and advised on the research incentive for more than a decade at EY, said he would be “skeptical” of claiming it for all the computer chips in all the data centers. Mr. Shevchuck, the tax adviser at BPM, proposed one way it might work: “If you had a data center that you’re building out to cure cancer.”

Meta declined to answer questions about what made its A.I. data centers experimental, and why tens of billions of dollars of chips and computing equipment qualified for the research tax credit.

Meta’s auditor, EY, had to sign off on the plan. The global tax and accounting firm was among the firms that Meta consulted on using the tax credit in the first place. EY has since pitched other companies on using the research credit to buy computer chips for A.I. training.

Innovation or Creative Accounting?

James Shannon, a former U.S. representative from Massachusetts who sponsored the research tax credit in 1981, said it had been intended to support “people power, knowledge, information,” and not “making things.” He was surprised to hear that a technology company would use the credit for supplying A.I. data centers.

“This has gone way, way beyond what anybody could have imagined,” Mr. Shannon said.

Whether the tax break inspires the innovation that he and other lawmakers sought is a matter of debate. Some companies appear to use the credit for spending they would do anyway, according to a study last year by economists at the University of Southern California. If companies “simply reclassify existing spending as R&D,” the researchers wrote, they are getting the tax breaks “without meaningfully financing innovation.”

The credit has become the second-most expensive federal corporate tax break, behind only the reduced rate applied to offshore profits. In its most recent estimate, the congressional Joint Committee on Taxation projected the credit would cost the government $32.1 billion in 2025. Meta alone would be responsible for more than a tenth of that.

Dylan Freedman and Kitty Bennett contributed research.

Kashmir Hill writes about technology and how it is changing people’s everyday lives with a particular focus on privacy. She has been covering technology for more than a decade.

Jesse Drucker is an investigative reporter for the Business section and has written extensively on the world of high end tax avoidance.

Eli Tan covers the technology industry for The Times from San Francisco.

Mike Isaac is The Times’s Silicon Valley correspondent, based in San Francisco. He covers the world’s most consequential tech companies, and how they shape culture both online and offline."

How Meta Uses A.I. Data Centers to Avoid Billions in Federal Taxes - The New York Times

Is the New Siri on Your Mac Actually Worth Using?

 

Tuesday, September 29, 2026

REAL Week in the Life with Maxed-Out M5 iPad Pro - Replacing My MacBook Pro

 

The Best Smartwatch Isn’t the Smartest

 

The Best Smartwatch Isn’t the Smartest

​

 Summary

“Apple Watch Series 12 leads for iPhone users; Google Pixel Watch 5 suits Android users; Samsung Galaxy Watch9 targets Samsung phones; Nothing CMF Watch 3 Pro is budget-friendly. Ultra 4 suits off-grid use; Garmin Vivoactive 6 prioritizes fitness; Fitbit Ace LTE is recommended for kids.

​

These WIRED-tested wearables reduce your reliance on a phone while keeping you connected.

Image may contain Wristwatch Electronics Headphones Computer Hardware Hardware Monitor Screen Arm and Body Part

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All products featured on WIRED are independently selected by our editors. However, we may receive compensation from retailers and/or from purchases of products through these links. Learn more.

The best smartwatch doesn’t just display the time of day. It elevates your outfit and makes you feel good. The best smartwatch can do even more, from tracking your workouts and heart rate to serving as a notification hub and accessing voice assistants. You can leave your phone in your pocket and use your wrist for simple tasks. It’s not decreasing your screen time, but it’s good enough.

Like many consumer gadgets today, wearables have gotten pricier, driven by several factors, including rising component costs and supply chain pressures. That said, the Apple Watch Series 12 ($399) is the best smartwatch for iPhone owners, and Google’s Pixel Watch 5 ($400) is my top pick for Android users. There are plenty of solid options, in various styles, at a range of prices, and with different levels of smarts.

Below is a roundup of the best smartwatches I’ve tested. For more wearable recommendations, check out my guides to the Best Fitness Trackers, Best Smart Rings, and Best Budget Smartwatches.

Featured in This Guide

Best Smartwatch for iPhone Users

Apple Watch Series 12

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Best Smartwatch for Android Users

Google Pixel Watch 5

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Best Smartwatch for Samsung Users

Samsung Galaxy Watch9

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Best Budget-Friendly Smartwatch

Nothing CMF Watch 3 Pro

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  • Honorable Mentions
  • Frequently Asked Questions

Best Smartwatch for iPhone Users

  • Photograph: Boutayna Chokrane

  • Photograph: Boutayna Chokrane

  • Photograph: Boutayna Chokrane

While not a major upgrade from its predecessor, the Apple Watch Series 12 is the best everyday smartwatch for most iPhone users.

Why WIRED recommends: The Series 12’s health capabilities are more comprehensive than the Series 11, thanks to a new Health Sensing System and faster S11 chip that increases the breadth, accuracy, and frequency of several health metrics. Most notably, the Series 12 can now track heart rate as often as every five seconds and heart rate variability (HRV) every five minutes or so. With its new Readiness score, the Series 12 also makes a stronger case as a fitness tracker. The streamlined watchOS 27 makes everyday navigation easier. Fast charging gets a boost, too, with 15 minutes offering up to 12 hours of battery life.

The trade-offs: Battery life is still rated at just 24 hours, so you’ll need to charge it daily. Many of watchOS 27’s features are also coming to older Apple Watches. The new Audio Intelligence features raise some privacy questions around the watch’s use of its microphone.

Buy if: You have an iPhone and want a new smartwatch for everyday use, fitness tracking, and health monitoring, or you’re upgrading from the Series 8or older.

Best Smartwatch for Android Users

Photograph: Julian Chokkattu

The Google Pixel Watch 5 is Google’s best smartwatch, but many of the software upgrades have rolled out to the Pixel Watch 4. So, if you catch last year’s model significantly discounted, it’s worth considering.

Why WIRED recommends: It’s the most polished Wear OS smartwatch, with a sleek domed design, slick performance, and repairable build. The screen gets bright, the health and fitness features are impeccably accurate, and there’s even support for satellite messaging during emergencies (you need the cellular version of the watch for this). The dual-band GPS is more accurate than ever and now accounts for atmospheric interference and multipath errors. Fast charging delivers 15 hours in just 15 minutes.

Gemini is still one of Pixel Watch’s best features, and it can now tackle offline tasks, such as starting a workout. The new Strength Training experience adds audio cues, rest timers, and the ability to track weights and reps. You can create a custom workout in the Google Health app and have the watch guide you through each exercise and time your rest periods.

The trade-offs: While you can now use generative AI to create a custom watch face, the feature is somewhat limited, and you’re essentially just customizing the font. There are also a few features exclusive to Pixel phones, such as controlling the phone’s camera, AI-powered smart replies, and call screening. Finally, Google still hasn’t introduced additional charging options or 3-in-1 or 2-in-1 docks for its Pixel portfolio; meanwhile, the Apple Watch has many charging accessories.

Buy if: You want a refined Android smartwatch with accurate fitness tracking, useful health features, and a repairable build.

Best Smartwatch for Samsung Users

  • Photograph: Boutayna Chokrane

  • Photograph: Boutayna Chokrane

The Samsung Galaxy Watch9 is a modest upgrade over its predecessor, but with no price increase, I’d opt for the latest model unless you can snag the Watch8 at a discount.

Why WIRED recommends: Samsung’s health- and fitness-tracking features are spot-on here, with reliable heart rate measurements, solid sleep tracking, and dual-frequency GPS for accurate mapping. The automatic workout detection is also among the best. Useful tools like Vitals, sleep apnea detection, and Daily Cardio Load make it a competitive health tracker, and Raise-to-talk Gemini is a welcome addition.

The trade-offs: Battery life falls slightly short of Samsung’s claims. I averaged about 25 hours with the always-on display enabled, and a full recharge takes about 100 minutes. Samsung has also added a lot of health metrics, but not all of them are particularly useful. The new Heart Health Score, for example, requires a separate blood pressure cuff for calibration. The AGEs index, introduced in 2024, still doesn’t offer much information, and the Antioxidant Index remains inaccurate. Finally, some features are limited to Samsung phones only, like the electrocardiogram and sleep apnea tracking.

Buy if: You have a Samsung Galaxy phone and want a smartwatch with extensive health and fitness tracking.

Best Budget-Friendly Smartwatch

Image may contain: Wristwatch, Arm, Body Part, and Person

Nothing is known for the affordability and retro charm of its headphones and phones, so it was unsurprising to discover that the CMF Watch 3 Pro is both fun to use and budget-friendly. (CMF is a sub-brand of Nothing.)

Why WIRED recommends: The CMF Watch 3 Pro is a feature-packed smartwatch, with wrist-based gesture controls, onboard mics for voice calling, a voice assistant, and a flashlight. It syncs with the Nothing app on both iOS and Android. The health features are extensive, too, and former editor and tester Adrienne So found its optical heart rate sensor delivered readings that closely matched those from her Oura Ring 4. It also has dual-band GPS tracking for greater accuracy in outdoor stats and workout summaries. It’s light—weighing around 51 grams—IP68-rated for water and dust resistance, and you only have to recharge every 10 to 13 days.

The trade-offs: It’s a bit more utilitarian-looking than a premium watch. The case is metal, but it looks (and feels) like plastic. According to Adrienne, the Nothing app is occasionally wonky, and the running coach is less flexible and harder to use than competitors like Garmin’s. The watch also occasionally overestimated her sleep, compared to sleep trackers like the Oura Ring 4 and Apple Watch Series 11.

Buy if: Your budget is under $100, and you like the retro-futuristic aesthetic of Nothing.

Best Smartwatch for Outdoor Adventures

  • Photograph: Boutayna Chokrane

  • Photograph: Boutayna Chokrane

  • Photograph: Boutayna Chokrane

  • Photograph: Boutayna Chokrane

The Ultra 4 gets the same new Health Sensing System as the Series 12, powered by Apple’s faster S11 chip and improved optical and electrical heart rate sensors. For that reason, I’d only opt for the Ultra 4 if you specifically need its multi-day battery life, satellite messaging, or greater water resistance.

Why WIRED recommends: The main advantage of the Ultra is that you can text emergency services when you’re off the grid with no cellular or Wi-Fi coverage. In an emergency, the Ultra also features a built-in siren that emits an 86-decibel sound pattern to attract bystanders. It’s rated for high-speed water sports like wakeboarding and water skiing, and it’s safe for depths up to 40 meters when scuba diving.

With this year’s model, Apple has boosted the battery life to up to 50 hours of normal use, compared with 42 hours for the Ultra 3. Low Power Mode extends that to 84 hours, up from 72 hours. Charging gets a boost, too: Fifteen minutes now adds up to 18 hours of battery life. That makes the Ultra 4 better suited for multi-day hikes, camping trips, and endurance sports.

The trade-offs: While durable, the 49-mm titanium case may look oversized on slimmer wrists.

Buy if: You’re buying your first Apple Watch or upgrading from a Series 8 or older, and need a smartwatch for off-grid adventures, recreational scuba diving, or high-speed water sports.

Best Fitness Smartwatch

Fitness watches are typically not as sleek to operate as more robust smartwatches, but not the Garmin Vivoactive 6.

Why WIRED recommends: Former WIRED editor Adrienne So enjoyed the bevy of proprietary Garmin metrics on this fitness watch, from Body Battery to Training Readiness scores. There’s a built-in GPS, a heart-rate monitor, blood oxygen measurements, a sleep tracker, incident detection for personal safety, and 80 activity profiles to track workouts. Plus, the watch lasts around a week on a single charge. There’s also Garmin Pay for contactless payments.

The trade-offs: You can pair it with iOS or Android to see your notifications, but only Android users can respond to texts with the onscreen keyboard. You won’t be able to access third-party apps, though.

Buy if: You want a fitness-first smartwatch with a multi-week battery life and cross-smartphone compatibility. Read our Best Fitness Trackers and Best Garmin Watches for more recommendations.

Best Smartwatch for Kids

There are a lot of poor-quality kids’ smartwatches with potentially dangerous vulnerabilities. That’s why we’re more comfortable recommending the Fitbit Ace LTE for children ages 7 and up.

Why WIRED recommends: Google promises not to store children’s health data for research, and it will delete location history after 24 hours and all health data after 30 days. You can set contacts, and your kids can make phone calls and texts through the watch to the Fitbit Ace app, and they can share their location via Google Maps. Parental controls let you set limits, like School Time, which locks down many of the watch’s features. Finally, with Fitbit Arcade, there are movement-based games your kids can play to hit activity goals; there’s even a Tamagotchi-like virtual character (Eejie) they can take care of.

The trade-offs: This watch requires a subscription to Fitbit Ace ($10 per month), but that includes cellular connectivity, so you don’t need to add it to your carrier’s cellular plan.

Buy if: You want a wearable that lets you keep tabs on your kid and gives them a way to reach you, while sneaking in some gamified fitness, without giving them a smartphone.

Honorable Mentions

The WIRED Reviews team has been testing smartwatches for over a decade, so naturally, we’ve accumulated more than a few favorites. Also, a new model doesn’t automatically make last year’s generation a bad buy, especially if it’s discounted and the upgrades are incremental. Here are the smartwatches that didn’t make the main list but are still worth mentioning.

Image may contain Wristwatch Electronics Digital Watch Arm Body Part Person Screen Computer Hardware and Hardware

Casio G-Shock

Photograph: Julian Chokkattu

Casio G-Shock Master of G Rangeman GPR-H1000 for $550: This is a G-Shock first and foremost. It’s not for every event, but it looks great on my wrist, and I love that I only need to charge it about once a week. It has a durable, thick case and a comfortable strap. It also has six sensors and a built-in GPS. That’s without mentioning other features like blood oxygen monitoring, altimeter, and barometer. I’ve compared the results to an Apple Watch Series 10, and for the most part, core metrics like heart rate, step tracking, and sleep stages are similar. I have had some data not show up in the Casio app for a few days, and many of these functions are slow to load on the watch. This would not be my first choice if I wanted a fitness-focused wearable—get a Garmin instead—but I like the ability to track some of these metrics whenever I want. —Julian Chokkattu

Person wearing the Casio Calculator Watch

Casio CA53W-1CR

Photograph: Julian Chokkattu

Casio CA53W-1CR Calculator Watch for $40: The buttons might be tiny, but you can calculate how much your tip will be when grabbing the bill at the restaurant, and everyone will marvel at your brilliance. This cheapo watch from Casio is a classic; it’s comfy and lightweight, and you can cycle through a few modes, including a stopwatch, an alarm, and a second time zone. There’s a five-year battery life, and the fully automatic calendar goes through the year 2099. If you’re interested in non-smartwatches, check out our Best Cheap Watches Under $1,000 guide. —Julian Chokkattu

Image may contain Wristwatch Adult Person Arm Body Part Digital Watch Electronics Hand and Wrist

Casio Pro Trek PRG-340B

Photograph: Julian Chokkattu

Casio Pro Trek PRG-340B for $213: From the green case to the plant-derived Castlon green strap, this Casio watch looks smarter than your average timepiece and works with various outfits, even for city slickers. I largely relied on the timekeeping (in several time zones) and the stopwatch during workouts, but you can also monitor barometric pressure, altitude, and temperature, plus check the compass to get your bearings. The LCD is easy to read, and I like the auto LED function that lights up the screen when you tilt the watch. Best of all, this is a Tough Solar watch, so you won’t have to bother with a charging cable. It doesn’t do heart rate or notifications, though. —Julian Chokkattu

Image may contain Wristwatch Arm Body Part and Person

Withings ScanWatch 2

Photograph: Julian Chokkattu

Withings ScanWatch 2 for $370: The ScanWatch 2 is one of the few analog smartwatches that offers a robust suite of health-tracking features. While Withings has introduced new models (like the Nova), the hardware is largely the same. The tiny display is still a problem, but I can get the gist of message notifications, and it’s easy to scroll with the crown to glance at heart rate, sleep data, and even start a workout. What is frustrating is that any semblance of insight into your data is paywalled behind the Withings+ subscription ($10 per month or $100 a year). My sleep data was more accurate on the Apple Watch and Pixel Watch 4, though the other metrics are on point. If you want a nice-looking analog watch to track basic health data, the ScanWatch 2 is solid, but it’s time for fresh hardware. —Julian Chokkattu

Tag Heuer Calibre E5

Tag Heuer Calibre E5

Photograph: Julian Chokkattu

TAG Heuer Connected Calibre E5 for $1,800: I’ve spent close to a month with TAG Heuer’s new luxury smartwatch. It’s a nice alternative for anyone tired of Google’s Wear OS or the Apple Watch, but design and brand are the top reasons to buy this smartwatch. You’re not getting the rich experience with third-party apps and the ability to reply to messages; heck, it still doesn’t even have sleep tracking. (That’s supposedly coming in a software update.) But you can track heart rate, steps, calories, and a handful of workouts. My data was generally aligned with the Pixel Watch 4, though the Calibre E5’s heart rate data during intensive workouts is slightly off. I do appreciate that Tag offers a battery replacement service, but again, this is for someone with multiple Tag watches in their collection. —Julian Chokkattu

Image may contain Wristwatch Arm Body Part Person Electronics and Screen

Photograph: Julian Chokkattu

Google Pixel Watch 4 for $330: The Pixel Watch 4 is the first repairable smartwatch from Google, and that alone makes it easy to recommend. With the release of the Pixel Watch 5, I would only snag last year’s model on sale.

Apple Watch SE 3 for $249: Even though Apple hasn’t updated the Apple Watch SE this year, the SE 3 is still a nice upgrade if you’re coming from an older model; it’s also a great option for your older parents or kids. It has the same S10 chip as the Series 11 and Ultra 3, but Apple has further limited the features to lower the price. For example, there are no hypertension notifications, ECG app, or Blood Oxygen app. Brightness is only up to 1,000 nits, and battery life is also limited to 18 hours. It’s not particularly exciting, but you’re still getting a smartwatch that offers many of the new features in watchOS 27.

Image may contain Wristwatch Computer Hardware Electronics Hardware Monitor Screen Arm Body Part Person and Symbol

Photograph: Michael Sawh

Apple Watch Series 11 for $399: Thanks to watchOS 27, the Series 11 has many of the same features as the new Series 12, like Siri AI and perimenopause support. They also share the same 24-hour battery life. You will be missing out on high-frequency background heart rate tracking, the new Readiness score, and Audio Intelligence. There is no price increase with the Series 12, so avoid paying anywhere close to MSRP for this watch.

Apple Watch Ultra 3 for $799: The Ultra 3 is still worth considering, just don’t pay anywhere near MSRP; otherwise, you may as well buy the new model.

Image may contain Wristwatch Arm Body Part Person and Electronics

Photograph: Julian Chokkattu

Samsung Galaxy Watch8 for $300 and Watch8 Classic for $500: Within last year’s Galaxy Watch8 series, there are three watches: a 40-mm and 44-mm model, and the Watch8 Classic, which is 46 mm and sports Samsung’s mechanical rotating bezel; you can physically rotate the bezel to scroll through the interface. Former WIRED editor Adrienne So tested the tiniest Watch8 and saw disappointing battery life, but senior editor Julian Chokkattu hit close to two full days on the Classic and recommends going for the 44-mm or the Classic if you catch them on sale.

Image may contain Wristwatch Arm Body Part Person Blade Razor Weapon Wood Electronics Screen and Computer Hardware

Samsung's Galaxy Watch Ultra 2025.

Photograph: Julian Chokkattu

Samsung’s Galaxy Watch Ultra 2025 for $650: The 47-mm Galaxy Watch Ultra is the company’s Apple Watch Ultra and Garmin competitor. This is technically the 2025 model, which is identical to the 2024 version but comes with 64 GB of storage and in a new blue color. It lasts a little over two days on a charge because it’s a big 47-mm watch and can pack a beefy battery. There’s a titanium case and sapphire glass face, plus it’s rated to 10 ATM and IP68, so you can submerge it underwater to 100 meters. The heart rate tracker is remarkably consistent with the Apple Watch Ultra 2, and the dual-band GPS delivers accurate mapping. The software isn’t as intuitive, and a few features are lacking when compared to other performance smartwatches, but this is a good start if you’re in the world of Android. If you don’t care for the blue or the extra storage, you could potentially save some money with the 2024 model. —Julian Chokkattu

Frequently Asked Questions

How Are Smartwatches and Fitness Trackers Different?

Smartwatches typically replicate many of the functions found in your smartphone. For example, you can control smart home functions, respond to Slack messages, and summon AI assistants like Siri or Gemini. This is in conjunction with standard health and fitness tracking features. Unfortunately, smartwatches’ battery life generally last a day or two, if not a little more.

Fitness trackers may not be as feature-rich. You may be able to control music playback or read texts, but you’re generally more restricted. They also don’t typically offer cellular coverage, but they deliver the same, if not better, health and fitness-tracking capabilities than smartwatches. Fitness trackers tend to have a longer battery life to accommodate multi-day excursions, endurance sports, and sleep tracking. Finally, unlike smartwatches, fitness trackers don’t have to be a wrist wearable and can Finally, unlike smartwatches, fitness trackers don’t have to be worn on the wrist and can take the form of a smart ring, chest strap, or even be contactless. You can check out our guide to the Best Fitness Trackers for vetted picks.

Are All Smartwatch Bands Compatible?

You don’t need to stick with the strap you get in the box. Every smartwatch has straps that can easily be swapped out. Apple Watches, Google Pixel Watches, and Samsung’s Galaxy Watches have a proprietary strap system, but analog watch bands will work for others, making your options nearly endless. All you need to do is figure out the band size of your smartwatch and whether or not it’s proprietary. The easiest way to do so is by checking the manual or the website you purchased the smartwatch from.

How Can I Tell If a Band Is PFAS-Free?

A study published in December 2024 found that many smartwatches and fitness trackers that come with fluoroelastomer straps—synthetic rubber—had high concentrations of perfluorohexanoic acid (PFHx4), a type of polyfluoroalkyl substance (PFAS), which is considered a “forever chemical” that can cause immune, thyroid, kidney, and reproductive health problems. The study notes that there’s limited knowledge about the absorption of these chemicals into the skin.

The researchers tested bands from various brands, including Apple, Casetify, Fitbit, Google, and Samsung. If you’re worried, steer clear of bands made from fluoroelastomer (often listed in the product description, but not always). That includes Apple’s Sport Bands and Google’s Active Band, to name a few. Opt for other materials instead, like silicone, metal, or leather.

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