Wearables brands in premium push, overseas expansion as sales deflate at home

Companies in the space such as initial public offering (IPO)-bound boAt and rivals, Noise, Fire-Boltt, and GoBoult have a contrarian fix: they are betting that a shift in focus to premium products and overseas markets will offset the slowdown and bring back the mojo.

The underlying trend that is egging these companies is a slight uptick in prices of wearables in recent months. The average selling price (ASP) for wearables rose from $20.60 to $21.70 year-on-year in Q2 2025, according to data by IDC, a…