In the brave new world of wearables, the only device that has so far reached anything like the Apple iWatch-level of mystical hype has been Motorola's Moto 360.
And so Motorola finally unveiling its round-screened beauty at IFA 2014 in Berlin this week probably ranks as one of the most high-profile product launches of the whole show.
We got our first glimpse of the Moto 360 at Google I/O back in March, and it made an immediate impression – we certainly weren't alone in hailing it as the most attractive smartwatch to date.
The problem, though, is that making a statement of intent so long before the Moto360's actual arrival has seen expectations grow to almost unrealistic proportions.
Today, though, reality finally dawns. So does the Moto 360 live up to those expetations?
For the answer, head over to our sister site Wareable for some initial impressions from the Berlin show floor in a first look review of the Motorola Moto 360.
There's certainly a lot to like. A lot is made of the timeless appeal (pun partially intended) of old-school watch design, and the Moto 360 has just enough to be pleasing on the eye, mixing it up a good helping of chunky industrial design – a necessity considering the fancy tech inside.
Specifically, we're talking a Texas Instruments OMAP 3 processor, 4GB of storage, 512MB of RAM and a 320mAh battery, all of which sits underneath a 1.56in backlit LCD.
The resolution comes in at 320 x 290, which works out at a competitive pixel density of 205ppi. The Moto 360's watch face is covered with Gorolla Glass 3 to protect it from bumps and scrapes, and it's also IP67 water- and dust-proof.
Android Wear runs the show obviously, and the Motorola Moto 360 comes with an optical heart-rate monitor and built-in pedometer. It's compatible with Android 4.3 devices or newer, and connects using Bluetooth 4.0LE.
As expected, Motorola's wrist-bound beauty has been priced at £199 in the UK, but while US customers can buy theirs from today, we'll have to wait until October for the chance to strap a Moto 360 to our arms.
That's a hefty price tag, but does at least come with a bundled wireless charger. However, if you want the stainless steel-strap edition of the Moto 360 (as opposed to the basic black leather/grey strap option), you'll have to pay even more. Motorola has yet to reveal exactly how much more, but based on US prices expect a total price somewhere around £240.
So the Motorola Moto 360 is finally here, though the excitement of seeing a smartwatch with both a decent set of features and a traditional round watch face has died down since the Moto 360 wowed us back in March.
It still looks like one of the best smartwatches we've seen to date. Now on to the iWatch...