Musician-slash-reality-show-judge-slash-wearable-tech-entrepreneur will.i.am is releasing a new smartwatch called the Dial, and Three is ready to take pre-orders.
Unlike some of Mr Adams' previous techy ventures - see the blingtastic foto.shoto and the overly chunky puls bangle - the Dial actually doesn't look half bad. It has a cool cuff design and a large 1.63-inch AMOLED display, and a surprising wealth of features for a smartwatch.
For a start, it takes its own SIM card so it doesn't need to be tethered to a phone, and can connect to 3G, as well as Wi-Fi, Bluetooth, and GPS. In fact, it's basically a smartphone on your wrist: it can make phone calls, text, take 2MP selfies, and store up to 32GB of files.
There's even a Siri-style voice assistant, cringingly named AneedA - a mash-up of 'I need a' and the name Anita, apparently.
But the big selling point is i.am+, Will's music streaming service. It offers over 20 million tracks, with no adverts and no limits, and it's free.
Well, it's not really free, considering you'll still have to pay a monthly cost for the watch which is quite a bit higher than all other music streamers, but it's still a surprisingly good offering for a smartwatch.
The Dial is available on 24-month contracts from £24 a month with £49 upfront (500MB data, 100 minutes), all the way up to £50 a month with £49 upfront (unlimited data, 300 minutes).