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Obesity-related diseases have been on the rise, making it important to promote physical activity. Smart sports watches are popular among young people and can play a role in this regard. This study aims to evaluate the impact of different watch head design types on the visual image of smart sports watches. Based on sales data, seven sports smartwatches with sales of over 2000 units were selected from a sample of 50 as representative samples. A factor analysis and questionnaire survey were used to identify four groups of adjectives that describe watch heads: Sporty and Smart, precious and exquisite, distinctive and avant-garde, and trendy and technological. College students evaluated the seven watches using these adjectives, and using triangular fuzzy mathematics theory, the watches were divided into three categories. The results show that the seven watches had significant differences in appearing "Sporty and Smart" and "precious and exquisite", while the visual imagery of "distinctive and avant-garde" and "trendy and technological" had no significant difference. Based on the grouping analysis of the seven samples, it is concluded that: the slim and compact shape without excessive decoration has a sense of sportiness and simplicity; the square shape combined with left and right buttons has a sense of sportiness and fashion; the unique connection between the round shape, the watch strap, and the watch head, as well as the strong mechanical feeling, have a sense of value. To substantiate the validity of our research findings, we devised three novel specimens based on the morphological elements of sports watches and conducted surveys accordingly. Statistical analysis revealed a fundamental coherence between the performance of these specimens in four stylistic domains and the expression of style-forming elements, confirming the reference value of these findings in the stylistic design of sports smartwatches. This study provides designers with references for improving the design and development efficiency of smart sports watches, promoting their sustainable development. [ABSTRACT FROM AUTHOR]