Pebble smartwatchs

Smartwatch creator Pebble today is unveiling a model that is a dramatic new look for its products.

The Pebble Time Round is the first time the company has created a smartwatch with a round face, and the product line is the most fashion-conscious release yet. It is also being touted as the world’s lightest and thinnest smartwatch, at 7.5mm.

After launching with a utilitarian rectangular design in 2012 with the most successful Kickstarter campaign in history, this is the fifth smartwatch in the Palo Alto-based company’s lineup. At $249, it offers two band sizes (14mm or 20mm), three finishes (black, silver, or rose gold), and a range of leather and stainless steel bands. It works with Android and iPhone smartphones, and boasts a two-day battery life.

The customization option has been a recent trend in smartwatches, as has been its treatment as a more luxurious fashion accessory rather than utilitarian device as “non-techies” begin to adopt the devices. (The original Pebble smartwatch was $99.)

This month, Motorola launched the Android-powered Moto 360, which offers more than 300 design options that allow users to choose the size, case, bezel, color and band. Later, Apple fans were surprised when the company revealed new styles available for the Apple Watch, including a collaboration with Hermès.

“It’s the first smartwatch that looks like a classic wristwatch and furthers our mission to create useful technology that blends into your everyday life,” said Pebble chief executive officer and cofounder Eric Migicovsky, who will discuss the new design at TechCrunch Disrupt today. “We recognize that wearable technology can’t be one-size-fits-all and are fiercely committed to offering unique choices that suit individual style and expression.”

Pebble Time Round can be reserved at (shipping worldwide), Best Buy, Target, and Amazon and will be available in the U.S. in early November.

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