I think it depends on what features you need. I have a fitbit Inspire 3, it has a heartbeat monitor, tracks my sleep and exercise throughout the day.
The only reason I didn't get an apple watch was the large size of the face. I have a fairly small wrist and was on the lookout for a bit smaller watch.
I have a Fitbit Luxe with a cream strap. It is small, suits my wrist size and has all the features I need. The app is easy to use, it was a good price, and I would replace with another Fitbit when the time comes.
I have just bought a Fitbit Charge 6 and I'm very pleased with it. It was on special offer at Amazon Prime, and even I - as a technophobe - was able to set it up myself.
I have small wrists but this one, with a cream strap, looks fine on my wrist and fits well.
I looked at these recently - I have a Galaxy Samsung phone. The ones that would pair to that were massive, rather like an old fashioned mens watch and look ridiculous on my rather slim wrist. Decided not to bother.