Almost all the major mobile manufacturers have their own Androidware smart watches.
So standing out from the crowd isn't easy.
By encrypting its SmartWatch three with built-in GPS, Sony is hoping its first Androidware device will catch at least a few eyes.
Now, having built-in GPS allows the watch to track your route on a run without needing to be tethered to your phone.
Actually the first Android Wear smart watch to have GPS built in.
All the others require you to carry your phone with you while jogging, which can be a little cumbersome.
You can store music on the watch too, to play to a pair of Bluetooth connected headphones.
So you can actually head out to exercise using only the watch.
It's clearly, then, aimed at the fitness fanatics among you, which may go some way to explain its plain rubber design, which does look far less stylish than round watches, particularly LG G Watch R.
It doesn't explain, however, why it doesn't feature a heart rate monitor, as you'll find on most of its rivals.
Now, that seems like an odd omission for something geared toward fitness.
I'm just running Android Web, the interface is identical to other smart watches around.
You'll see cards popping up, giving notifications about the weather, steps you've taken, and will display incoming calls and texts from your phone as well.
The 1.6 inch display is sharp, but it has very poor colors, and bad viewing angles, too, which does make it much less pleasant to look at than the more vivid G-Watch R, or the Samsung Gear Live.
The watch itself is waterproof, you can swap out the strap and best of all it has a USB port built into it so you do not need to carry a separate charging cradle to charge it.
Which is particularly handy but the battery really isn't up to much is general use you should expect to get about a day of use, so you will certainly want to charge it every night.
In general, the small-width screen doesn't really impress due to its [UNKNOWN] screen, its uninspiring square design, and its lack of a heart rate monitor.
Still, it is the only Android wear device with built-in GPS, making it worth checking out if, for some reason, you desperately want to track your running distance but cannot bear to carry your phone with you.
I'm Andrew Hoyle for CNET, and this is a Sony SmartWatch 3.