Outfitted with new features from the latest version of Google’s Android Wear OS, the $349 smartwatch is now available through the Google Store.

There’s a new smartwatch rolling out across the world that doesn’t bear the Apple name, and it’s geared toward Android users.

Selling for $349 as of Monday, the LG Watch Urbane is now available in the Google Store for consumers in the US and other countries. And it’s the first watch to be equipped with the latest version of Android Wear, Google’s operating system for wearables.

On the surface, the Urbane could be seen a competitor to the new Apple Watch. Both are available at a price tag of $349, assuming you opted for certain varieties of the Apple Watch Sport model. The Urbane also tries to add some style through its stainless steel body and stitched leather strap. But the Apple Watch is aimed at iPhone users, while the LG Watch Urbane is geared toward Android phone users.
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