Nowatch, pronounced "now watch", is actually not a watch at all – it's a health tracker that prioritises mental and physical wellbeing above everything else.
Without a screen, the Nowatch can't display the time or deliver digital notifications.
The intention is to offer an alternative to the "always-on culture" of other smart devices. Instead, the wearable uses gentle vibrations to deliver key information.
In place of a screen, the device features an interchangeable gemstone face.
Nowatch was developed by Amsterdam-based entrepreneurs Hylke Muntinga and Timothée Manschot, in collaboration with electronics brand Philips.
Muntinga came up with the idea after being diagnosed with pseudoxanthoma elasticum (PXE), a rare genetic condition that will eventually cause him to lose his sight.
He wanted to create a device to break the cycle of overstimulation and anxiety typically caused by smart devices, allowing users to "get the most out of every moment".
"People are more stressed than ever and need simple but powerful solutions that help them stay mindful of their emotions and health," Muntinga said.
The Nowatch is equipped with Philips Biosensing technology, which uses electrodermal activity (EDA) sensors to measure sweat gland activity.
The device combines this information with readings of the wearer's heart rate, physical movements and sleep patterns to help build a picture of their mental and physical state.
The wearable is supported by a companion iOS and Android app that displays detailed information about the wearer's physiology and makes personalised recommendations to improve wellbeing.
The app creates dynamic graphics to visualise the user's current state and also offers guided breathing exercises.
Nowatch's vibrations are designed to be supportive rather than anxiety-inducing so that users can recognise when stress is building and manage it better.
Users can also pinpoint specific stress moments in the day by pressing the watch crown, creating a time stamp in the app that users can later review and add notes to.
"Nowatch is easy to use, so it doesn't become another distraction or obstacle for the wearer," added Muntinga. "It is a powerful tool to help people stay grounded in the present and achieve wellbeing."
"Nowatch reminds us all there's no time like the present and there is only now."
Other new launches included Citizen's new productivity-improving CZ Smart and the solar-powered BHeart bracelet, all designed to offer an alternative to traditional smartwatches by the likes of Apple, Samsung and Google.
Nowatch is available with a watch band in leather or woven recycled plastic, while the face comes in a range of gemstones that include amethyst, white agate, malachite and rose quartz.
According to the brand, the device is waterproof, temperature-resistant and has a battery that can last up to four days without charging.