Instead of a Wear OS watch, the company has unveiled a new product called the Fes Watch U. It uses e-Paper technology to allow you to create your own designs all around the watch, including on the strap.
This is a similar product to a prototype device we've seen multiple times - firstly in 2014 - which was called the Fes Watch. This is the first watch from Sony using e Paer technology that will actually be on sale
It runs Sony's own software, but it won't included apps and is more fashion led than a lot of devices we'd consider to be called smartwatches.
Both the watch face and strap are covered in e-Paper material, that allows you to customize it from your phone with different black and white pattern designs.
It comes with a range of 100 pre-loaded designs, but you'll be able to make your own to show off and Sony has confirmed it's working with designers to make further designs too.
The Fes Watch U is going to be on sale in the UK, Italy, France, Germany and Spain from some point in September - we don't yet know if it's coming to the US or Australia - and it's set to be very expensive.
You can buy it in either silver or black, but the price is different for each with the former being £529 (about $690 / AU$940) while the latter is a whopping £699 ($900, AU$1250).
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