One of the major setbacks to smartwatch sales is that people look at these bulky hunks of wrist-metal and think "I actually have to wear that?" Even the Apple Watch is not a looker compared to the great analog wristwatches out there.
But this is the first smartwatch that actually looks beautiful and Samsung knows it, so it decided to showcase the watch just like any other watch on the market. It hired high-fashion models, fired up the cameras and produced a captivating fashion show featuring the latest smartwatch, the Gear S2.
The massive electronics manufacturer teased customers and industry officials this week with images from the fashion shoot as well as a short presentation during the announcement of the the Galaxy Note 5 and the S6 Edge+ during its annual Unpacked event.
The Gear S2 is the successor to the Gear S and from the looks of things, it is much more beautiful and powerful. The round display is a big difference from the clunky square design of the previous model. The apps are displayed in a circle inside the display - much like numerals on a clock.
When you just want to use the Gear S2 as a timepiece, the high-resolution display transforms into a beautiful clock with a sleek design and second hand.
Besides the vague details you can make out from the images, Samsung has held back information about the Gear S2. We won't be hungry for more much longer, though. Samsung officials promised the crowd at the Unpacked 2015 event that they will get a full Gear S2 reveal at IFA, an international technology trade show, next month in Berlin.
We'll keep you in the loop as soon as we hear more details, so remember to stay tuned to what's Happening Now.
Important: If you're in the market for a smartwatch, make sure to check out the Smartwatch Comparison Chart to find the model that fits you best.