fitbit flexFitbit has just announced its $99.95 Fitbit Flex wristband tracker and by doing so it has entered the playing field that is currently occupied by the Nike Fuelband and Jawbone Up.

However, the Fitbit Flex ups the ante on its competition by offering real time synchronization with your iPhone via Bluetooth 4.0. Fitbit also promises that the Flex will also work with the Samsung Galaxy S3 and Note2 by early February.

The Flex is water resistant and is able to track sleep quality, set alarms and work with other fitness devices currently available on the market.

The Fitbit Flex uses a row of LED lights instead of a display to provide simple feedback to the user. A display is not required as you can get a detailed readout via your phone in real time.

Last but not least, the Flex comes with a swapable strap that comes in black, navy, teal, tangerine and slate.

Via The Verge