Motorola has rolled out a circular smartwatch, hoping a more traditional design will win over consumers who have so far shunned computerised timepieces.
Smartwatches so far have had rectangular faces, a shape that has turned off many consumers, says Steve Sinclair, Motorola's vice president of product management.
"People don't want to wear a shrunken-down smartphone on their wrist," he said.
Motorola's Moto 360 is round and has an all-metal frame, making it look more like a regular watch.
A leather-banded version costs $US250 ($A270) and starts shipping immediately in the US.
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A version with a metal band will cost $US300 ($A325) when it comes out next year.
It's not yet clear when either version will arrive on Australian shelves, nor how much they will cost locally.
The launch comes a week after rival LG announced its own circular smartwatch, the G Watch R.
LG's watch won't be available for at least a month in the US, though, and its price wasn't immediately announced.
Both watches use Google's Android Wear operating system, which uses voice controls for basic functions, such as reading messages, checking the weather and getting reminders on calendar appointments.
Technology companies have yet to make a compelling case for why everyday consumers need smartwatches. Simply reshaping them might not be enough to take the devices mainstream.
In addition to design issues, smartwatches have been held back by their small displays and a requirement to have a companion smartphone nearby.
