The purpose of this study is to better understand consumers’ purchase intention of smartwatch across well-known brand and unknown brand at various price points. The perceived value model was used as the theoretical framework, along with brand trust. Empirical data (with 479 valid responses) were collected via Amazon Mechanical Turk Panel services. Structural equation modeling and multiple group analysis were used to estimate construct validity and test the proposed hypotheses and theoretical framework. Research findings suggested that consumers value the product quality that was provided by both well-known and unknown smartwatch brands. Unknown brands price their products to medium or high so as to avoid perception of risk, lower value and lower quality while well-known brands should avoid pricing their products too high so as to decrease consumers’ concerns of risk. Theoretical and practical implications were presented.