Every wearable asks for something in return.
A screen that lights up all day. A charger every night, precisely when you would want it working. A look that goes back in the drawer before dinner. Most people accept one or two of these, and then, quietly, stop wearing the thing at all.
01
The Screen
Most smartwatches compete for your attention with endless notifications, bright screens and unnecessary interruptions—making it harder to stay present.
02
The charge
Most smartwatches need charging every day or two, forcing you to build your routine around your device instead of your life.
03
The Look
Most wearables prioritise features over design, quickly becoming outdated or feeling out of place with your personal style.
Technology should simplify life, not complicate it.
Pura brings together iconic Italian design, intelligent wellness, exceptional battery life and effortless connectivity in a hybrid smartwatch designed to help you stay present, stay healthy and stay in control.
PURA Collection
A new chapter, available to order now.
Over 90 years of Design Excellence
An Emblem of Italian Style
A global icon of Italian style, Pininfarina is renowned for its extraordinary ability to create timeless beauty. Founded in 1930, Pininfarina has evolved from an artisan company to an international service group, representing the pinnacle of automotive style and a consolidated presence in product and experiential design, in architecture, and mobility beyond the automotive industry
The honest comparison
PURA is not just another smartwatch and is not trying to be. It does the things people keep using after the first month, and it does them for thirty days at a time.
All Your Data In One App
Subscription Free Wellness Insights
No Subscription. Just Insight.
Your health insights belong to you. Access advanced wellbeing tracking, historical data and personalised insights without ongoing subscription fees or hidden costs.
Know When to Slow Down.
Monitor stress levels throughout the day and identify patterns that affect your wellbeing. Small insights can help you make meaningful changes to your daily routine.
Sleep Smarter. Live Better.
Track your sleep duration, stages and quality to discover how well you're recovering each night and build healthier sleep habits over time.
Stay Active, Effortlessly.
Automatically track your daily activity, steps, calories and workouts, helping you stay motivated and maintain a healthier, more active lifestyle.
*Heart Rate Variability and *Stress Monitoring will be available from the launch of the Pininfarina VITA app with the PURA Hybrid Watch only.
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