Huawei Watch gets priced at £290, available now

OK, so Huawei’s sapphire crystal-coated time-teller isn’t a bad bit of kit – it’s just a darn sight more costly than similarly high-end-feeling wrist-wrappers, like the LG Watch Urbane and the ‘small’ version of the Moto 360.

That said, it still packs all the smarts you’d expect from an Android Wear device, as well as a 286ppi AMOLED display that’s quite the popper.

Is that enough to tempt empty-wristed Watch-wanters to enter the halls of Selfridges, or click through the digital doors of vMall or the Google Store – the only places where Huawei’s bezelled buddy will be available – and part with £369 for the black-plated, stainless steel-strapped Active version?

That’s one for Joe Public to decide – but, with Apple apparently struggling to shift units of its own strap-on smart screen, Huawei might need a trick or two up its proverbial sleeve to counter the trend towards lower-priced luxury in the wearable market.

Still, the Chinese tech titan certainly thinks it can do the deed – at least, if its London launch party is anything to go buy.

Pushing the fashion-meets-tech angle with the presence of fashion bloggers and catwalk shows, Huawei has to be hoping the availability of 40 bespoke watch faces and a strong strap selection is enough to make its Watch the “clear winner” it claims it to be – because, priced as it is, a fancy screen just doesn’t seem quite enough.