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Although the wearable devices are popular and growing rapidly in technology development, the market share of the smartwatch is still low. Yet is little known about why some people are not interested to adopt smartwatch. The aim of this research is to investigate the influence of software, hardware, design, and consumer motivation related to perceived value and attitude toward intention to purchase a smartwatch. This research examined purchase intention by applying the construct from the Theory of Planned Behavior (TPB). Hypotheses were tested and collected from 330 sample data among Indonesian people using an online survey. From the factors affecting purchase intention, the attitude using smartwatch has a stronger effect than consumer motivation. Perceived value, consist of social, emotional, price, and performance quality, which affected by software and design aesthetics, has a direct effect on attitude using a smartwatch, along with hardware and consumer motivation. In this research, the author found that hardware doesnt have an effect on perceived value, while software and design aesthetics are didnt affecting attitude, and perceived value doesnt have a direct effect on purchase intention. The results from this research will provide the smartwatch manufacturer with practical guidance for optimizing competition and marketing strategies of the smartwatch, especially for first-time buyer in Indonesia.