Google’s Motorola division has begun selling its highly anticipated circular smartwatch, the Moto 360.
The firm said it believed the model offered a stylish design after what it suggested had been a series of unappealing wearable tech launches by its rivals.
The release of the watch comes at a time of transition for the business.
Sales of Motorola’s smartphones are on the rebound and the business as a whole is about to switch ownership to Lenovo.
But while analysts have been generally positive about the look of the new timepiece, they expressed doubts about its potential to become a bestseller.
Motorola also unveiled new smartphones and a small Bluetooth ear-bud designed to allow owners to interact with their handset by voice.
The Moto 360 features a 1.5in (3.8cm) LCD touchscreen encircled by a thin metal band.
The waterproof device is powered by Google’s new Android Wear operating system – which is designed for small screens – and also features a built-in heart rate monitor and pedometer step counter, but no proprietary sleep monitoring software.
It only lasts about a day between charges. The version already on sale in the US has leather straps, and versions with metal bands will follow. The watch will be released in the UK in October.