U.S. wearable activity tracker-maker Fitbit released its new fitness wristband Fitbit Charge HR in Korea on Tuesday, aiming to increase its footing in the market where the smartphone penetration rate reaches around 80 percent.

“(The exponential growth of the fitness wearable market in recent years) is driven by real consumer trends ― we all live increasingly busy and hectic lifestyles, and obesity, diabetes and chronic diseases are growing across most countries in the world,” Steve Morley, head of Fitbit’s Asia-Pacific business unit, said at the launching event in Seoul.

“These trends and the customers’ desire to want to take control of their wellness and health is what is driving our category,” he added.

The U.S. firm, which had 40 employees in 2012, now has 550 employees and products available at 42,000 retail outlets in 54 nations, he explained.

The company’s global market share increased from 64 percent in 2013 to 72 percent in 2015.

The Fitbit Charge HR, sporting an organic light-emitting diode display, comes in four different colors ― black, blue, plum and tangerine ― and is priced at 199,000 won ($185).

By pairing the wearable with a smartphone, users can track steps, calories burned, sleeping patterns and heart rate.

“Our brand is fun. We want to make fitness fun for people,” said the Asia-Pacific head, adding that the company would further provide personal training services through various wearable products.

By Kim Young-won (wone0102@heraldcorp.com)