Samsung has unveiled what it claims is the first smartwatch that can make and receive calls without the need for a mobile phone nearby.
The South Korean company wants to tap into the wearable devices market - part of the so-called Internet of Things phenomenon that is forecast to grow into a $5tr market over the next six years, according to analyst group IDC.
Samsung has already released several smartwatches, but the latest device, dubbed Gear S, has a bigger screen (two-inches), and also comes with 3G and Wi-Fi connectivity, pedestrian navigation and GPS capabilities.
It will run on Samsung's own Tizen operating system. The Gear S will be available from October, although pricing details have not yet been released.
But Samsung will not remain alone in the market. LG has said that it will soon launch a new G Watch R smartwatch featuring a circular plastic 1.3-inch OLED screen, a resolution of 320 x 320, a stainless steel frame and leather strap. LG's watch will run on Android Wear, and the company claims that the wearable device will be able to be seen even under bright sunlight.
Meanwhile, Apple will reportedly launch its own smartwatch or "iWatch" at its annual Autumn launch event alongside new iPhone and iPad releases.