When most people think of smart watches they don’t think good looking no matter how much Apple’s marketing tries to change the perception, but what if there was actually such a thing as a sexy looking smart watch on the market?

Now there is.

Smart watch minnow Pebble Technology Corp. has launched the Time Round, its first ever round smart watch.

The new watch is claimed to be the thinnest and lightest in the business, coming in at the nearly anorexic measurements of 7.5mm and 28 grams.

Time Round, like the rest of Pebble’s smart watch range, comes with an always-on, e-paper display which the company says “discreetly camouflages the smarts within” by making it look like a normal watch.

The band size for the watch is available with 2 options: 20mm or 14mm, and the watch itself comes in Black, Silver, or a special-edition Rose Gold for the 14mm band size.

Unlike previous watches from the maker that could last up to 10 days without needing to be charged, the Time Round will only last two days, however charging time is super quick, with the company noting that 15 minutes of charging can provide power for the watch to last a full 24 hours.

Other features include a microphone for voice actions, a 64-color display with backlight, and splash resistance.

Tasty minnow

If you’re not fully up on Pebble’s history the company has been around since 2009 and has followed a nearly uninterrupted path (until now) of bringing smart watches to market through Kickstarter campaigns, and while you can’t say it’s ever going to sell hundreds of millions of watches, it has none the less sold over 1 million.

Along the way though from those veritable dark ages of smart watch making something happened, and that was the likes of Samsung Electronics Co. Ltd., Motorola Mobility, Inc. and more importantly Apple entering the same space, all with a lot more money and market clout than Pebble will ever have.

Some believe that given the competition Pebble needs saving, but with products like this, and still ample venture capital in the bank, it’s all about carving out a solid niche as a tasty minnow, or as Chief Executive Officer Eric Migicovsky told Buzzfeed “we’re delivering a pretty strong message to the market that says, ‘We’re not really like the Apple Watch’…Apple Watch is building the TAG (Heuer), the Rolexes of smartwatches. We’re solidly building the fun, more colorful, a little bit more focused idea of how smartwatches can help you live your life.”

The watch is on presale starting today for $249 with shipping expected in November.

Image credit: Pebble.