The Great Ultra Illusion: Smartwatches Built for Looks, Not the Long Run

While popping into a Cell C store to get a new SIM card, I found myself browsing as I waited. My eyes landed on a Galaxy Watch Ultra display, and I thought, “Hmm, that looks familiar.” A few steps later, the Huawei stand showed off the Watch Fit 4 Pro, and again, “looks familiar”. 

Same bulky case, same rugged look, same orange accents. It hit me then: everyone’s copying the Apple Watch Ultra. And not subtly either. But like students copying off the wrong classmate during an exam, these brands might be missing the point entirely.

The First Ultra 

Apple Watch Ultra

Apple released the Watch Ultra in 2022, aiming it squarely at ultra athletes and adventurers. It marked a clear attempt to break out of the general lifestyle wearables category and enter the high-performance, endurance-driven smartwatch space. This wasn’t just another Apple Watch; it was bigger, tougher, and smarter. 

It came with a titanium case, double the battery life, a brighter screen for extreme conditions, and features like WR100 water resistance, customisable Action Button, precision dual-frequency GPS, and even satellite connectivity for emergencies. Bands were tailored to the lifestyle of the user: diving, hiking, trail running.

But despite the high-performance spec sheet, the Ultra didn’t quite find its home on the wrists of hardcore athletes. It became popular with everyday users who just wanted better battery life, a chunkier look, and bragging rights.

Copying the Answers with a Few Edits

Samsung and Huawei didn’t just copy Apple’s Ultra design, they embraced it. From the rugged, bulky shape to the bold orange straps, it’s clear they studied Apple’s playbook closely. Even the naming conventions follow the trend: Galaxy Watch Ultra, Watch Fit 4 Pro. But while imitation is the sincerest form of flattery, both brands didn’t stop there.

Samsung Galaxy Watch Ultra

Samsung, for one, offers more colour options compared to Apple’s original titanium-only finish (Apple added a black variant later). Its battery life slightly outperforms Apple’s, giving users a bit more juice for their adventures. These tweaks show Samsung isn’t just copying blindly, but they’re trying to improve the formula.

Huawei Watch Fit 4 Pro

Huawei follows suit with the titanium case and sporty strap styles but cranks the battery life way up, outlasting both Apple and Samsung in that department. Still, beyond these tweaks, the watches feel more like aesthetic tweaks than true functional challengers.

So yes, Samsung and Huawei get props for adding their own spin, but it’s mostly a remix of Apple’s original Ultra vibe.

Is “Ultra” the Wrong Word for the Audience?

Here’s the thing about the “Ultra” label, it sounds impressive, like the watch is built for the toughest, wildest conditions. But ask the ultra athletes who actually spend days running deserts, diving under the sea, or cycling across continents, and they’ll tell you it’s not about flashy buttons or sleek interfaces. They want one thing above all: absolute dependability.

That’s where the disconnect happens. Apple, Samsung, and Huawei seem to be selling a dream more than delivering on a promise. The watches are great for urban adventurers and weekend warriors who want rugged looks and better battery life, but true endurance athletes need gear that won’t let them down when it counts.

If You Want Ultra, Look at Garmin

Garmin Fenix 8

If Samsung and Huawei were serious about making gear for endurance athletes, they’d be studying Garmin. This is a brand that’s earned its reputation the hard way; by showing up, race after race, trail after trail, without needing a daily recharge. While Apple, Samsung, and Huawei top out around 3-5 days of battery life, Garmin’s top models go for up to 15 days on a single charge. And if that’s not enough, their flagship Fenix series even offers solar charging, perfect for people who spend their lives outdoors, not plugged in.

Then there are the sensors. Garmin packs in more sport-specific sensors, better data, and detailed insights for serious training. Everything from VO2 max and advanced heart rate tracking to heat acclimation and recovery time is handled with a level of precision that the others just don’t match.

And even in scenarios where the Apple Watch Ultra or its ‘clones’ would perform just fine, like a marathon, you’ll still find people reaching for a Garmin. Not because they have to, but because the brand has built decades of trust with athletes. When your training schedule is non-negotiable and your gear can’t fail, that loyalty means something.

Apple certainly pushed boundaries with the Ultra, but in terms of true “Ultra” performance, Garmin still sets the standard, while Samsung and Huawei aimed for a different benchmark.