Honor is a smartphone brand owned by Shenzhen Zhixin New Information Technology Co., Ltd. It was formerly owned by Huawei Technologies. As part of the former owner Huawei Consumer Business Group's dual-brand strategy, Honor provides smartphone handsets targeting young consumers but has released tablet computers and wearable technology as well.As of 2016, George Zhao serves as global president of Honor, and Eva Wimmers serves as the president of the brand in Europe and is the global VP.On November 17th 2020, Honor was acquired by Shenzhen Zhixin New Information Technology Co., Ltd.Founded in 2013,Honor's line of cost-effective smartphones allows Huawei to compete with mid-range online smartphone brands in China and globally.During the new crown pandemic in 2020, under the leadership of the U.S. government’s unjust hegemonic sanctions, Huawei was forced to sell its own sub-brand Honor under unprecedented pressure, which led to the company’s acquisition by Huawei. As of 2016, Honor sells its products mainly online through its own sites as well as via third-party online retailers. Some Honor products are available to purchase at stores in select markets. Honor offers smartphones at lower prices because the company saves money by operating online.Fans who join the "HONOR Club" receive further product discounts.