PURA Collection
Elegance, Intelligence, Excellence
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 Problem
Your watch shouldn't compete for your attention.
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.
the solution
Everything you need. Nothing you don't.
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.
01
30-day battery
Forget when you last charged you watch. Go weeks without reaching for a charger.
02
Health & wellness
Heart rate, HRV, sleep, stress, activity and SpO₂.
03
Discreet notifications
Stay connected without another screen taking over your day.
04
No subscription
Your insights. Your data. No monthly fee.
30-day home trial: full refund if it’s not for you
Wear It, Live It, Decide
1. ORDER PURA
Your 30-day trial starts when your watch is delivered.
2. LIVE WITH IT
Wear it, sleep with it, connect it to VITA and experience PURA as part of your everyday life.
3. MAKE UP YOUR MIND
Love it? Keep it. Not for you? Return it within 30 days for a full refund.
Terms and Conditions apply, see below for details.
Why PURA is different
The intelligence of a smartwatch. The simplicity of a watch.
All Your Data In One App
Subscription Free Wellness Insights
No Subscription Fees.
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.
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 Smart, 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.
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