Luna Band Ships Worldwide at $149 With No Subscription, Taking On Whoop and Fitbit Air

Luna began shipping its screenless Luna Band worldwide on Friday, priced at $149 in the United States, £129 in the United Kingdom and €149 across the euro zone, with no subscription attached to any of its features. The launch, announced at IFA in Berlin, ends a staggered rollout that had kept the tracker on a waitlist and an invite-only first shipment since July.

That price is the whole argument. Luna is aiming squarely at Whoop, Google's Fitbit Air and Garmin's Cirqa in the no-display tracker category, where the recurring fee is usually the sting rather than the hardware.

Who actually makes it

Some coverage has filed the Luna Band under Noise, and the confusion is understandable. Luna is a separate brand, but it is led by Amit Khatri, who co-founded Noise and built it into one of the largest wearable makers by volume, with more than 45 million devices shipped. Luna is the newer, premium-facing venture, and it sells direct rather than through the retail channels Noise relies on.

Khatri has framed the product around attention rather than dashboards. In published comments around the launch, he described the thesis as every person having a finite amount of energy in a day that most people spend in the wrong order, and said the band is built to open to your day rather than to your data.

The hardware

The Luna Band has no screen. It is a 27mm body weighing 24 grams, rated 5ATM, which covers swimming as well as showers. Sensors cover heart rate, skin temperature and blood oxygen, with an accelerometer and gyroscope handling movement.

• Price: $149 (US), £129 (UK), €149 (EU)
• Weight and size: 24g, 27mm body
• Water resistance: 5ATM
• Sensors: heart rate, skin temperature, SpO2, accelerometer, gyroscope
• Colours: Onyx Black, Aloe Green, Desert Beige, Atlantic Blue
• Sold via: the company's own online store

On the tracking side, the band covers more than 60 workout modes, auto-detects five of them, and reports training load and VO2 Max alongside the usual daily metrics.

One number is conspicuously absent: Luna has not published a battery rating for the band, and none of the launch material carries one. For a screenless tracker, where multi-week endurance is the main reason to give up a display, that is a real gap. Treat it as unconfirmed until the company states a figure.

What "no subscription" covers

The software layer is called LifeOS, and Luna says it ships free with the band rather than behind a tier. It runs a set of micro-apps — stress, nutrition, training, supplements and productivity among them — and outlets covering the launch also describe modules for circadian rhythm, hydration, fitness age and caffeine timing. LifeOS pulls in outside health data too, including blood markers and food logging, and supports third-party device integrations and user-built modules.

This is the practical distinction to hold on to. Rival screenless trackers generally gate their recovery and strain analysis behind a monthly plan, so the sticker price understates what you pay over a year. Luna's claim is that the $149 is the entire cost. Anyone comparing it against a subscription tracker should price the rival over two or three years, not at checkout — that is where the gap opens up, and it is worth checking against the current Fitbit Air pricing before deciding.

How it got here

The band was first shown at CES in January. A waitlist opened in May, pre-orders followed on 4 July, and the first shipment at the end of July was invite-only — which is why buyers outside that group have spent two months unable to simply order one. Friday's announcement removes that restriction and opens general worldwide ordering.

Regional pricing is set separately per market rather than converted, so the dollar, pound and euro figures above are the ones Luna quotes. Shipping timelines from the direct store will vary by country, and buyers outside the US, UK and euro zone should check availability at the point of order rather than assuming parity.

Worth buying now?

The case is strongest if you already know you want a screenless tracker and object to the recurring fee. The case is weaker if battery life matters to you, because that figure is still missing. It is also a young brand selling direct, which means support and warranty handling are less proven than they would be with an established wearable maker — a fair consideration on a $149 purchase, though a smaller one than on a flagship smartwatch like the long-battery models that dominate the category.