2. Garmin will need to fight hard to sustain its fitness-wearables advantage. For true competitors, Garmin's fitness wearables have the respect of athletes everywhere, with GPS connectivity helping the company stand apart from similar products. Yet Garmin now faces the rise of the smartwatch revolution, and with fitness applications at the core of the movement, Garmin has to defend its turf and demonstrate its value proposition to the users most likely to buy its products.