Save the Sony Smartwatch and the rather disastrous launch of the Galaxy Gear from Samsung, Pebble has had a fairly easy ride in the smartwatch industry, but with Google announcing Android Wear recently, the company knows that it has a big fight on its hands in order to remain relevant. Already this year, though, Pebble has made several key announcements and releases, and allied to the big software update and roll-out of the Pebble appstore, introduced the very stylish Pebble Steel. Now, those looking for the higher-end finish but who aren’t too bothered about the fittings can pick up the Pebble Steel – sans the metal band – for a reduced price.

The Pebble Smartwatch was arguably the first of its kind, and prompted an unprecedented response on Kickstarter when its campaign began in 2012. A year since the launch of the first model, Pebble is back with a vastly different version, the Pebble Steel, comprised of steel and looking every bit like your typical watch. At $249, the new smartwatch as just been unveiled at this year’s CES trade show, and with a dedicated app store also in the works allowing users to better find content for their wrist computer, it’s clear that Pebble wants to step things up considerably.