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Sony's third-generation smartwatch, logically called the SmartWatch 3, improves on its predecessors in both its design and its software. Instead of an awful, clunky, Sony-made version of Android, the SmartWatch 3 runs Android Wear, Google's own operating system for watches.
It goes on sale later this year and will cost €229. That's roughly £180, $300 or AU$325, based on a direct conversion, although Sony hasn't given region-specific pricing, nor has it confirmed exactly where it will be going on sale.
The watch unit itself can simply be popped out of the rubber strap, allowing you to change the strap whenever you fancy a new look.
It's small, light and, when it's in the rubber strap, waterproof too.
Unlike both the LG G Watch and Samsung Gear Live, the SmartWatch 3 doesn't require a charging dock -- you just plug the cable right into the back.
Sony showed off black and white straps, but I'm hoping that there'll be a range of colours on offer at launch.
It runs Android Wear, Google's watch-specific operating system designed to provide a unified experience across all devices, regardless of manufacturer.
By ensuring the same experience across every watch, Google is hoping that it'll be easier for developers to create apps for watches.
Navigation is identical to the watches from the LG and Samsung, although Sony says it's popped in a few extras such as a Walkman app to make it easier to change music tracks.
The watch has a rubberised strap that looks fairly neat and is comfortable to wear.
It has a clasp mechanism which is easy to slide up and down to change the size.
Its waterproof design means you don't need to worry about it when you're in the shower.
It's not the most stylish of watches around, but it's fairly inoffensive to look at.