Nothing announces budget friendly sub-brand, confirms launch of smartwatch in late 2023

By Sneha Saha: Nothing, a company led by OnePlus co-founder Carl Pei, has announced a new sub-brand targeting consumers seeking affordable yet high-quality products. The company currently offers a range of products, including smartphones and audio devices, with the Nothing Phone (2) being its most premium device to date. The new sub-brand, CMF by Nothing, aims to capture the affordable market segment.

Upon announcing CMF by Nothing, Pei stated that the new brand would introduce a series of products designed to make superior design accessible to a broader consumer group. The company believes in democratizing good design to influence more individuals. CMF by Nothing aims to bridge the gap in the value segment by offering better quality products characterized by clean, timeless designs, as mentioned in the press release.

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Nothing confirmed that the first products under the CMF by Nothing banner would include a smartwatch and earbuds. These will be unveiled later this year, with the precise launch timeline yet to be revealed. The company promises to share more sub-brand details in the coming months.

While Nothing has not announced plans to introduce affordable smartphones under the new sub-brand, the likelihood remains high. Currently, the company offers two phones: the Nothing Phone (1) for consumers seeking a good overall smartphone under Rs 30,000 and the Nothing Phone (2) for those desiring a quality Android phone under Rs 45,000.

Launching CMF by Nothing is a strategic move to reach a larger audience with affordable products. This will enable the brand to compete with dominant mid-range segment companies such as Redmi and Realme.

In the announcement video, Pei clarified the difference between Nothing and CMF by Nothing. The latter will primarily focus on delivering decent products at accessible price points to a broad customer base. Conversely, Nothing brand will continue to serve the premium market, offering high-performance products with innovative designs. This strategy suggests that the forthcoming Nothing smartwatch and earbuds will be competitively priced and may retain the company’s signature transparent design.

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