Do customers prefer smart watches over Fitbit because of the design?

Do customers prefer smart watches over Fitbit because of the design?
What is the consumer’s perception of Fitbit’s features over other smart watches and are they competitive?
What are the desirable features that customers look for?
Requirements: 400-450 words
Its a Business Research Proposal. Could you please disregard the first question (Do customers prefer smart watches over Fitbit because of the design?) instead focus on Customer Preferences on feature of Smartwatch over Fitbit?