One of the Apple Watch’s biggest threats has no screen, weighs about a fifth of an ounce and charges a monthly subscription for most of its features. Yet Oura is on pace for $1 billion in sales this year, boosted by its presence on the fingers of celebrities including Jennifer Aniston, Gwyneth Paltrow and Michael Dell.
The health-tracking ring that measures sleep, physical activity and other biometrics from your finger is having a moment, growing from a relatively obscure Finnish startup to a smartwatch alternative favored by CEOs, sports players and movie stars.
But Big Tech has taken notice. Once an upstart competitor, Oura now has competition of its own. Like technology past, it now needs to evolve…
