Bellabeat, [1] the company behind a variety of health and wellness wearable devices[2] aimed at women, is now selling its first smartwatch. The device, which is simply called “Time[3],” was announced[4] earlier this month right in the midst of holiday shopping season. Like other fitness trackers, the watch is capable of basic tasks like counting your steps, tracking sleep patterns and reminding you to move. But unlike traditional smartwatches — which, aesthetically, are still very much just a screen on your wrist — the Time is designed to look like jewelry.

The hybrid device looks like a watch — albeit not a very expensive one.

It’s squarely in the range of fashion jewelry, with either silver or rose gold stainless steel finishes to choose from, and a minimalist watch face that forgoes complications like the date or the moon phase, for example. It even lacks a second hand.

That said, I prefer its cleaner look-and-feel to the gaudier smartwatches put out by brands like Michael Kors[5] and Fossil. [6](Plus, there’s no Android Wear/Wear OS to contend with here.)

As an analog watch, it has both its pros and cons.

It’s designed to be hypoallergenic so as not to irritate those with sensitive skin, and it has some water resistance. (ATM grade 3, meaning it can withstand a vigorous hand washing and the rain. You can’t swim, bathe or dive with it.)

You also don’t have to charge it, which makes it feel more like a “real” watch than a gadget.

However, there’s a potential downside here, too — the coin cell battery only lasts “up to” six months. You’ll then need to use the tiny tool...

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