Cameras might seem an odd direction for HTC to branch out to, but as smartphone accessories go it might be a perfect fit.
The little camera easily slips into a pants pocket, though not without making a potentially awkward bulge.
The button on back is good for taking a quick 16-megapixel snap or a long press will have you recording video at 1080p at 30fps.
A button under the lens lets you change to a 720p slow-motion mode that records at 96fps.
The periscope-shaped camera is waterproof without a housing down to 1 meter for up to 30 minutes.
Your thumb falls naturally on the bend where there is a big shutter release/record button.
The Re app available for Android and, later this year, iOS, lets you see what the camera sees. The Re connects to your mobile via Wi-Fi with some connection help from Bluetooth. You can control the camera and settings as well as transfer shots off the camera to your device for viewing and sharing.
The camera's internal battery is good for an hour and a half of 1080p recording. Once it's tapped out you'll need to find yourself a Micro-USB cable to charge it up again.
The Re records to microSD cards up to 128GB. The camera comes with an 8GB card to get you started.
As you may have noticed, there's a tripod mount in the base of the Re. HTC said it has a few mounts in the works, such as one for handlebars, but don't expect a full ecosystem just yet.
The HTC Re camera will be coming to the US first in late October/early November and the UK in November. It'll cost $199 and somewhere around £160-£170 in the UK. Pricing and availability is unknown for Australia, but converts to about AU$226.