Smartwatches are still a product in search of a mass market. Vendors, even market leader Apple, are hoping to reach a larger audience following disappointing sales in 2015, leading them to disparate directions in the latest designs.

On the one hand, “shrink it and pink it” was the design mandate at the CES 2016 trade show last week for some vendors which hope to attract women to pick up a smartwatch in a market heavily dominated by male buyers. On the other hand, there is also a robust interest in rugged designs, including waterproofing, that primarily will appeal to outdoorsmen.

The best evidence of that disparity is how Samsung and Casio separately announced very different smartwatches at CES.

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