Tucked rather well inside a « Community Update » video, Nothing CEO Carl Pei has a rather big announcement for us today (go to 8:45 in the embedded video below to jump straight to it). Namely, that the company is introducing a new sub-brand: CMF by Nothing.
According to Pei, this will be a more affordable brand than Nothing itself, focused on delivering « timeless designs » for great prices, along with « quality that’s very hard to find » in its price segment.
Its first two products, launching later this year, will be a smartwatch and a pair of earbuds. Both of these will be imbued with the design-led mantra that’s shared by both Nothing and CMF by Nothing. The CMF products will « work really well » owing to « the same attention to user experience » as Nothing.
Meanwhile, Nothing itself will stay committed to « design innovation » and pushing boundaries, Pei says. Nothing products will keep being premium, featuring the best performance and « latest technology » (insert joke about the Snapdragon 8+ Gen 1 SoC literally not being that when the Nothing Phone (2) launched).
CMF by Nothing will be run by a separate team inside the company to ensure no distractions from its main products. More details about the smartwatch and earbuds are promised to arrive « in the coming months », and we should undoubtedly see tons of teasers too, so stay tuned for that.