Rather than surrender the smartwatch throne to the Apple Watch, just one day after its launch Motorola has unveiled its Moto Maker design studio, which allows you to create custom versions of the Moto 360 smartwatch.
The basic model of the circular-faced smartwatch is already pretty slick, but the customization options present a range of choices that could boost the perceived value of the device for some.
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Presented within a dead-simple user interface, Moto Maker allows you to choose different colored watch cases, wristbands (leather and metal) and watch faces.
There are extra charges, in the $30 and $50 range, for certain metal material and gold color options, which raise the device's lowest price, $250, up to a possible $330. If you're weighing smartwatch options, that's still cheaper than the lowest-priced model of Apple's smartwatch, the 38mm Apple Watch Sport, at $349.
Using the mix and match options on the site, we tried to create the ugliest version of the Moto 360 we could manage, and even though it's not something most would likely wear, it still looks pretty interesting.
This focus on style from usually tech-focused companies (e.g. the new Huawei Watch, the Apple Watch bands, and now Moto Maker) is yet another sign that a high fashion I.Q. has officially become a part of the wearable tech story.
Which companies get "the art of style" right, an elusive target even for dedicated fashion brands, could determine some of the early winners in the rapidly growing category.