Nestled within a “Community Update” video, Nothing’s CEO Carl Pei has a significant announcement to share (skip to 8:45 in the embedded video below for direct access). The company is unveiling a new sub-brand called CMF by Nothing.
Pei explains that CMF by Nothing will cater to a more budget-conscious audience compared to the main Nothing brand. It will focus on providing “timeless designs” at competitive prices while maintaining a level of quality that is exceptional for its price range.
The inaugural offerings under this sub-brand, slated for a later launch this year, will consist of a smartwatch and a pair of earbuds. Both products will carry the same design-centric ethos embraced by both Nothing and CMF by Nothing. These CMF products will also prioritize seamless functionality, benefiting from the same user experience dedication as Nothing.
Conversely, Nothing will persist in its commitment to “design innovation” and pushing technological boundaries, according to Pei. The primary products under the Nothing umbrella will continue to uphold a premium standard, boasting top-notch performance and the latest technological advancements.
To ensure focus on its core products, CMF by Nothing will operate under a distinct team within the company. More specifics about the smartwatch and earbuds will be revealed “in the coming months,” likely accompanied by a flurry of teasers. Stay tuned for further updates.
