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Movado's latest smartwatch fits in a heart rate monitor

It's competing with the Apple Watch Series 5.

Movado - Connect - Three Watches
The Movado Connect 2.0 smartwatches.

Movado unveiled its newest smartwatch, the Movado Connect 2.0, on Friday -- the same day the Apple Watch Series 5 went on sale. Like the Apple Watch, the Movado Connect 2.0 includes a heart rate monitor and fitness tracking but runs on Wear OS by Google.

The watches come in 15 styles for women and men, with 40mm or 42mm face diameter. Like the new Apple Watch, the Movado Connect 2.0 features an always-on AMOLED screen and "hundreds of customizable dial variations." The watches feature Google Assistant, a heart rate monitor, activity tracking with Google Fit, GPS, NFC payments with Google Pay and an accelerometer. Battery life is two to four days. The Movado Connect 2.0 series has 8GB of storage and 1GB of memory, and runs on the Qualcomm Snapdragon 3100. It works with both Android phones and iPhones.

The Movado Connect 2.0 watches start at $495, compared with the Apple Watch Series 5's $399 price tag. 

"These are beautifully designed smartwatches enhanced with Google's cutting-edge technology," Efraim Grinberg, CEO of the Movado Group, said in a statement. 

The Movado Connect 2.0 is available for preorder online and will be in stores in October.