March 12, 2025 – Noise, India’s leading smartwatch and connected lifestyle brand, has announced its expansion into the United Arab Emirates (UAE), marking a significant step in its global growth strategy. This move aims to introduce Noise’s innovative wearable technology to the Middle Eastern market, aligning with the company’s mission to democratize technology and enhance user experiences worldwide.
The expansion to the UAE comes at a time when the demand for smart wearables is rising globally, with consumers looking for innovative, stylish, and health-focused devices. Noise has established itself as a dominant force in India’s smartwatch segment, and its foray into international markets is a testament to its commitment to becoming a globally recognized brand.
Establishing a Global Presence
Noise’s entry into the UAE market is part of a broader initiative to establish a global footprint. The company has been actively exploring international markets, with trials already underway in Dubai and the Netherlands. The UAE, known for its technologically advanced consumer base and high adoption rate of smart gadgets, presents an ideal market for Noise’s expansion.
This strategic move is designed to cater to the growing demand for high-quality, affordable wearable technology across diverse regions. The UAE’s strong retail infrastructure, increasing awareness of health-focused gadgets, and the presence of a tech-savvy population make it a lucrative destination for Noise’s products. By entering this market, the brand aims to reach a wider audience and establish a strong retail presence across the Middle East.
Product Lineup for the UAE Market
In the UAE, Noise plans to offer a range of its flagship products, which have already gained significant traction in India. These products include:
- Luna Ring Gen 2.0: This AI-powered smart ring is crafted from fighter jet-grade titanium and has received the prestigious Red Dot Award for its cutting-edge design and performance. It tracks over 70 body metrics, such as stress levels, sleep patterns, heart health, blood oxygen levels, and women’s health indicators. The Luna Ring is validated for high accuracy and provides personalized workout and nutritional advice, boasting a battery life of up to 30 days.
- ColorFit Pro 6 Series: Designed for professionals seeking advanced health and productivity features, this smartwatch series integrates artificial intelligence to enhance user experience. It features a 1.85-inch AMOLED display, SOS technology, emoji support, and comprehensive health monitoring tools, making it an ideal companion for fitness enthusiasts and busy professionals alike.
Noise’s expansion strategy focuses on offering cutting-edge wearable technology that aligns with the needs of modern consumers. The products being introduced in the UAE will cater to both health-conscious users and tech enthusiasts looking for stylish and functional smart gadgets.
Commitment to ‘Make in India’
Noise’s expansion into the UAE underscores its commitment to the ‘Make in India’ initiative, showcasing Indian technological excellence on a global platform. The company has been at the forefront of innovation in India’s wearable tech industry and is now bringing its expertise to international markets.
The brand’s participation in international events, such as the Consumer Electronics Show (CES) 2025 in Las Vegas, highlights its dedication to bringing Indian innovation to the world stage. By entering global markets, Noise is not only expanding its consumer base but also promoting India’s capabilities in the tech industry.
Strategic Investment and Partnerships
In December 2023, Noise secured its first strategic investment from global audio giant Bose during its Series A funding round. This partnership signifies a synergy between two tech innovators, aiming to reimagine the future of smart wearables. The collaboration with Bose is expected to enhance Noise’s product capabilities by integrating advanced audio and connectivity features, further solidifying its position as a leading smart wearable brand.
Gaurav Khatri, co-founder and CEO of Noise, emphasized that the collaboration is not just about funding but about combining strengths to enhance the connected lifestyle ecosystem. The investment from Bose highlights the growing global interest in Noise’s innovation and product development. By leveraging this partnership, Noise aims to integrate premium audio experiences into its smartwatches and other wearable devices, offering consumers a holistic tech experience.
Market Leadership and Growth
Noise has consistently led the Indian smartwatch market, holding a 27.6% share and achieving a 93.2% year-on-year growth in the first half of the previous year. The company’s focus on consumer-centric innovation and product excellence has propelled it to become one of the top three smartwatch brands globally. Its success in India, fueled by affordability, design innovation, and advanced technology, has set a strong foundation for its global expansion.
As one of the fastest-growing wearable brands, Noise has consistently introduced products that cater to the evolving needs of consumers. Its ability to balance premium features with competitive pricing has helped it capture a significant share of the market. By expanding into the UAE, Noise is poised to replicate its success in a new region where demand for smart wearables is steadily increasing.
Expanding Retail Presence
To support its global ambitions, Noise has been expanding its retail presence. The company aims to double its retail network to 20,000 stores by the end of the current fiscal year, enhancing accessibility for consumers and strengthening its market position.
In the UAE, Noise will focus on both online and offline retail channels to ensure a seamless shopping experience for consumers. With the rise of e-commerce platforms and the popularity of tech-focused retail stores, Noise’s presence in the region is expected to grow rapidly. The company plans to partner with leading retailers and e-commerce platforms in the UAE to ensure its products are widely available to customers.
The expansion into UAE will also include setting up dedicated experience zones where customers can interact with the products before purchasing. This initiative is aimed at building trust and ensuring consumers get firsthand experience of the brand’s innovations.
Future Outlook
Noise’s expansion into the UAE is a testament to its strategic vision of becoming a global leader in the wearable technology industry. By entering new markets and forming strategic partnerships, Noise is poised to deliver innovative products that cater to the evolving needs of consumers worldwide.
The company’s long-term strategy includes further expansion into other international markets, including Europe and North America. By continuously innovating and staying ahead of consumer trends, Noise aims to redefine the wearable technology landscape and establish itself as a major global player in the industry.
With its commitment to technological excellence, consumer-driven innovation, and affordability, Noise is set to make a lasting impact in the UAE and beyond. The brand’s journey from being a homegrown Indian startup to a global wearables giant reflects its dedication to pushing boundaries and setting new benchmarks in the industry.
