Suunto has long been a respected name in the sports watch market, known for producing durable and reliable devices. However, recent decisions around their software updates have left many customers disappointed and frustrated.
One of the biggest issues is Suunto’s approach to rolling out new software features while excluding certain existing products—often without making this limitation clear at the point of purchase. Customers are investing over £300 in what they reasonably expect to be a supported, evolving product, only to later discover that their device will not receive key updates. This lack of transparency feels misleading and undermines trust in the brand.
What makes the situation worse is the communication around these decisions. Instead of clear, upfront guidance, users are left to piece together information from forums or after contacting support. When they do reach out, the responses are often generic and fail to address the core concern. This adds to the frustration, as customers feel unheard and unsupported.
In a competitive market where software plays a crucial role in the longevity and value of a device, ongoing updates are not just a bonus—they are an expectation. By choosing not to extend updates to all compatible products, Suunto risks alienating loyal customers who have invested significantly in their ecosystem.
Ultimately, Suunto needs to be more transparent about product lifecycles at the point of sale and significantly improve its customer support experience. Most importantly, the company should reconsider its update strategy to ensure that customers who invest in their devices are not left behind prematurely.
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Trusted by professionals, Suunto manufactures world renowned sports watches, dive computers and precision instruments for the toughest conditions.
