Motorola is rolling out a circular smartwatch, counting on a more traditional design to win over consumers who have so far shunned other computerized wrist devices.
Smartwatches so far have had rectangular faces, a shape that Motorola believes has turned off most consumers. Motorola's Moto 360 is round and has an all-metal frame, making it look more like a regular watch.
Reshaping the smartwatch still might not be enough to sway consumers' attitudes. Apart from design, smartwatches have had limited appeal because of their small displays and a requirement to have a companion smartphone nearby.
The Moto 360 costs $250 and starts shipping Friday.
Samsung and Sony already have smartwatches out. Apple is also believed to be working on one that could be announced next Tuesday.