The LG G Watch is now up for sale on Google Play, but we snagged a price early.

The Android Wear smartwatch will retail for $229, LG said at a press event this afternoon. Straight conversions put the watch at about £134 and AU$243.

That puts the LG G Watch price cheaper than the Pebble Steel, which retails for $249 in the US.

Pre-orders are live on Google Play in the US, Canada, UK and nine other countries. LG G Watch availability will extend to Australia, New Zealand and a handful of other countries soon.

Pebble recently announced a deal for the Steel at Best Buy stores for $229, a price that reflects the fact that it doesn't include a steel strap, just a leather one.

We'll have a hands on with the LG G Watch up shortly, so stay tuned! It's due to leave warehouses on July 3.