With the noise around Apple's smarthwatch growing with every passing week (once a tick, it'll reach a deafening tock once it arrives in April), conventional watchmakers are providing some much needed contrast with something of a minimalist revival. Which, in our eyes, is a very good thing.
Take the latest Bulova timepiece. Created in an exclusive partnership with American label J Crew, the Air Warden does away with loud, cluttered embezzlements in favour of a traditional military style from the 1940s.
The 38.5mm stainless steel case gains a splash of colour in the form of luminous hour markers, with a seconds sub-dial located just above the six o'clock position. A green canvas and leather strap rounds off the military-inspired look.
Available from J Crew stores for £199, we're betting it'll tell the time just as well as Apple's offering - but with a much better battery life.
(Images: J Crew)