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A brand new smartwatch brand has launched two new devices, the Vector Luna and the Vector Meridian.
Vector itself is founded by the former Timex CEO and a former Nike watch designer, so it's clearly not some overnight Kickstarter sensation.
That can be seen from the classy nature of these smartwatches. At first glance, both devices look like ordinary, stylish wristwatches - the Luna is round, and Meridian square - but they're actually full-on smartwatches.
What's more, both watches sport some attention-grabbing features. Chief among them is a claimed 30-day battery life, despite the fact that their digital screens are always on. This has been achieved thanks to the use of modern black and white LCD display technology.
This stamina has also been achieved by way of the fact that the Vector range doesn't use Android Wear. In fact, it uses its own custom smartwatch OS, and will require bespoke apps from developers.
Vector is at pains to stress that this OS employs a smart filtering system to provide only the notifications that you need at any given point. The company's philosophy is to "bring all information that does not need a big screen to your wrist," rather than attempting to replace the function of a smartphone.
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Windows Phone users will be thrilled to learn that this is a rare smartwatch that works with their platform, as well as iOS and Android.
You can pre-order the Vector Luna and the Vector Meridian now, though no release date has been announced just yet. The Vector Luna will cost £299 (with the choice of a brown leather or black nylon strap), while the Vector Meridian will set you back £169.