Samsung has unveiled a highly anticipated digital wristwatch at least weeks ahead of a similar product expected from rival Apple.
The so-called smartwatch is what some technology analysts believe could become this year's must-have holiday gift.
Samsung unveiled the 'Galaxy Gear' on Wednesday in Berlin ahead of the annual IFA consumer electronics show.
Samsung says the Gear can act as an extension to a smartphone by discretely alerting users to incoming messages and calls on its display screen, which measures 1.63 inches diagonally.
Users can even make calls, secret agent-style without getting out their phone.
The Gear also sports a basic camera and works with popular social media and fitness apps such as Twitter and RunKeeper.
The Android-powered device starts shipping in most countries on September 25 starting at US$299.
One downside is that the Gear doesn't support a wireless earpiece, so both sides of any conversation can be overheard.
The big disappointment for Samsung gadget owners is that the Gear does not work with most of its phones and tablets.
The Gear needs the Galaxy Note III, a smartphone with a giant 5.7-inch screen and a digital pen, and the Galaxy Tab 10.1, a tablet computer. Both will go on sale later this month.
At a later date, it will be compatible with the Galaxy S4, released earlier this year, and the Galaxy Note II, which came out late last year.
In some countries, mobile carriers will bundle the Gear with the Note III on a two-year contract. In other places, consumers will be able to buy the Gear without a phone contract.
Sony also unveiled the Smart Watch II at a Sony event ahead of the IFA, one of the world's largest trade fairs for consumer electronics and electrical home appliances in Berlin on Wednesday.
IFA will take place on the Berlin Exhibition Grounds from September 6 to 11.