Reflex Active

Reflex Active is a British brand launched to put smartwatch features at a price a parent would consider for a teenager, and it has stayed at that end of the market deliberately.

The proposition is straightforward: heart-rate and activity tracking, notifications, sleep monitoring and interchangeable coloured straps, in bright cases with animated watch faces, generally for under a hundred pounds.

That places it against fitness bands rather than against watchmaking, and the comparison it invites is with devices costing several times as much. Battery life and app polish are where the price shows; the core tracking does what it claims.

The range is broad and changes quickly, with series numbers denoting feature sets rather than model families, and gift sets pairing a watch with spare straps.

It is a first smartwatch rather than a watch in the traditional sense, and it is priced and designed with exactly that buyer in mind.

Reflex Active holds 25 models, from £40 to £100. Half cost less than £60, and a quarter less than £50. Prices are checked nightly against the retailers’ own feeds.

2018

Launched in the UK as an affordable smartwatch brand.

2019

Heart-rate and sleep tracking added across the range.

2021

Interchangeable strap sets become standard.

2022

Distribution widens through British jewellers.

2024

The series numbering system organises the collection.