The Fossil Q Founder is now available for $295

Over the past two months, Fossil has shared details of its Q Founder smartwatch, and this week, customers can buy one.

Do you think you’ll be picking up the Q Founder?

Despite a relatively unclear go-to-market strategy for so-called fashion brands, companies like Fossil, TAG Heuer and Movado, among others, are beginning to augment their traditional watch lineups with devices that eschew gears for processors.

All four accessories are compatible via Bluetooth with Android 4.4 and higher, and iOS 8.2/iPhone 5 and above.

The Fossil Q Founder is the company’s first true smartwatch, and you won’t have to deal with Tizen or a MediaTek OS on this wearable.

Other models in the Fossil Q family include the Q Reveler and Q Dreamer bracelets with notification and activity tracking features and the Q Grant watch with support for similar features. But that’s not exactly the design freedom you have with Moto Maker, which makes Q Founder a hard sell at only $US25 ($34) cheaper than the new Moto 360. The IP67 certification means that the device can be submerged in up to 3 feet of water for as long as 30 minutes, and escape unscathed. Q Founder will let you know when you have an incoming call or text message, notify you of upcoming appointments or even whether or not your flight is on time with smart Google Now cards and inspire you to get creative with a weekly curiosity challenge.

The Intel chip-powered wearable contains 4 GB of storage and 24-hour battery life before it needs a recharge. With its background in design, Fossil is calling the Q Founder a combination of good looks and functionality.