The Internet of Things (IoT) is beginning to grow significantly. The market is estimated at 26 billion IOT devices by 2020 (Gartner). Amounts of investments in this new technology and the rapid spread of connected devices highlight the great potential of this sector (Porter & Heppelmann, 2014). These new connected and smart products are revolutionizing consumers’ lives. Nevertheless, the Internet of Things raises significant challenges (security, privacy, trust…) and ethical issues. Furthermore, more and more gadgets are being added to the Internet of Things ecosystem. This raises questions about the utility and the added value of these innovations. A quantitative survey was carried out to understand why consumers resist to smart watches. To collect data, a self-administered, cross-sectional survey was given to first-year and second-year undergraduate students. We received a total of 265 survey forms. Structural equation modelling was used to test the conceptual model. Results show that the theoretical model has acceptable indicators of fit. Findings show that perceived usefulness, perceived price, intrusiveness and self-efficacy have an impact on consumer resistance to smart products. However, the effect of dependence on consumer resistance was not statistically significant. The contributions of this paper are twofold. On the one hand, to our best knowledge, no research has studied smart products through a resistance approach. To date, most research dealing with IoT are focused on adoption (Kim & Shin, 2015) or purchase intention of smart products (Chang et al., 2014). Second, our research contributes to the literature by providing an empirical evidence of the role of intrusiveness, perceived price and usefulness in the development of resistance to smart products.