Noise, a Gurugram-based tech maker has been watching that gap in a luxury-smart watch segment for a while. On April 21, 2026, the company officially launched the NoiseFit Diva Araya — its most design-forward smartwatch yet, and the brand's first to use a ceramic build. The price: ₹4,999 for the base variant, ₹6,999 for the limited-edition version. Available exclusively on gonoise.com at launch, with Amazon and Flipkart access to follow.
This is not just another product launch. It's Noise stating clearly that it believes the Indian market is ready for wearables that women will reach for because they look good — not just because they just want to track calories.
What Exactly Is the Diva Araya?
The NoiseFit Diva Araya is a circular smartwatch with a ceramic strap and a bracelet-like silhouette. The ceramic body has a glass-like, scratch-resistant finish. Embedded across the body are 60 precision-set stones, adding a reflective, high-gloss visual element that most people would associate with jewellery, not consumer electronics.
It's specifically designed for women. The company has been explicit about this — not in a tokenistic way, but in the sense that the design decisions were made with a female-focused daily use case in mind.
On the technical side, the watch packs a 1.28-inch circular AMOLED display with a peak brightness of 850 nits. That's sufficient for outdoor use and direct sunlight visibility. It supports Bluetooth calling, meaning you can take and make calls directly from the watch. There are over 100 customizable watch faces, with options spanning formal, casual, and festive styles.
The health tracking suite is comprehensive:
- Continuous heart rate monitoring
- SpO2 (blood oxygen) tracking
- Sleep tracking with detailed insights
- Stress tracking
- Cycle tracking with phase insights — a feature specifically designed for menstrual cycle awareness
- Overnight skin temperature monitoring
The watch also includes an SOS feature with live location tracking, which is a meaningful addition for women who commute alone or travel frequently.
Three strap variants are offered: ceramic, metal, and mesh — all 18mm. This matters because it means the watch can be worn differently depending on context: the ceramic strap gives it a jewellery feel, the mesh and metal options make it more versatile for formal or professional settings.
The Noise Founder's Statement
Amit Khatri, Co-Founder of Noise, said at the launch that Diva Araya marks what he called "a significant step in our journey, bringing meaningful innovation to segments that have long been overlooked."
"We are moving beyond conventional smartwatch designs," Khatri said. "Our goal is a product that is expressive and intelligent. We've combined jewellery-inspired aesthetics with advanced wellness and safety features."
The language is deliberate. Noise is making the case that the women's wearables market in India has been underserved — not for lack of interest, but for lack of products that actually address how women want to wear technology.
Where This Fits in the Noise Lineup
To understand why the Diva Araya matters, you need to see where it sits within Noise's own catalogue.
The original NoiseFit Diva was launched in July 2023 at a promotional price of ₹2,999 (MRP ₹5,999). It featured a 1.1-inch AMOLED display with a diamond-cut dial. It was fashionable by the standards of that era, but it was still clearly a gadget.
The NoiseFit Diva 2 followed in October 2024, improving the design, adding a 1.43-inch AMOLED display, and expanding female health tracking features. It was priced between ₹4,499 and ₹4,999 depending on the variant. It was well-received.
The Diva Araya is the third generation, and it represents a clear step up in material quality. Ceramic as a watchmaking material is associated with premium watches from brands like Rado and Hublot. Using it in a sub-₹5,000 product is genuinely unusual.
The Market Context: Fashion-Tech Is Real in India
India is now one of the largest smartwatch markets in the world. According to industry data, India overtook the US as the world's second-largest smartwatch market. Noise, along with boAt and Titan's Fastrack, dominates the sub-₹5,000 segment.
But the fashion-tech crossover — wearables that function as both accessories and health devices — remains underdeveloped in India. International brands like Michael Kors, Fossil, and Samsung have played in this space at higher price points. The affordable end of the market has largely been left to utilitarian designs.
That's the opening Noise is targeting with Diva Araya.
The Indian urban women's market for accessories is large and growing. India's fine jewellery and fashion jewellery market is worth tens of thousands of crores annually, with significant and sustained growth. What's interesting is that no mainstream technology brand has successfully bridged that world with everyday wearables in India — not at this price point.
Apple's Watch SE at roughly ₹29,000 and Samsung's Galaxy Watch at similar price levels do exist, but they are aspiration purchases for most Indians. The Diva Araya at ₹4,999 puts a jewellery-inspired, ceramic wearable within reach of a much wider population.
Competition and Where It Stands
Noise isn't alone in this segment. Titan's Fastrack has been working on design-forward watches under its Reflex brand, and boAt has experimented with women-targeted designs. But none of them have gone the ceramic route at this price.
From international players, the closest comparison would be the Garmin Lily — a fitness-focused watch with a smaller form factor and a more jewellery-adjacent design. The Garmin Lily 2 is priced at approximately ₹19,990 in India. The Diva Araya undercuts that by a factor of four while offering comparable health features.
The Samsung Galaxy Watch FE starts around ₹17,999. The Apple Watch SE remains well above ₹20,000. At ₹4,999, the Diva Araya occupies a unique position: it's genuinely cheaper than most premium-looking alternatives, but it's offering something aesthetically adjacent to what those brands provide.
Colours and Availability
The NoiseFit Diva Araya is available in four variants:
- Rose Gold Link
- Iconic Rose Gold
- Frost Silver Ceramic
- Rose Gold Ceramic
The limited-edition ceramic steel bracelet variant at ₹6,999 is the premium version, with a solid-link bracelet construction.
Available from April 21, 2026 on gonoise.com, and subsequently on Amazon, Flipkart, and Myntra.
What This Launch Says About Noise's Direction
Noise is not a small startup anymore. The company has been one of India's top two or three wearables brands for the past several years, competing on volume in a fiercely price-conscious market. Launching a ceramic smartwatch — even at ₹4,999 — signals that the company wants to move up the value chain.
The company has publicly said it is "gearing up for the world stage." The Diva Araya, with its ceramic construction and jewellery positioning, is the kind of product that could travel beyond India's borders. Design-led, affordable, and built for a demographic that international brands have priced out.
Whether the Diva Araya finds that audience will depend on two things: whether the product quality holds up to daily use, and whether Indian women are willing to replace a piece of jewellery with a smartwatch. Given the combination of design and utility on offer, Noise has made a credible case.