Early this morning, LG announced a brand new, limited edition gold-plated version of its Urbane smartwatch. The LG Watch Urbane Luxe will be available to buy at the end of October and is expected to cost somewhere in the region of $1,200. It’s plated in 23-karat gold, features an alligator leather strap and a classic deployment clasp. What’s more, the case is coated in a piano-gloss lacquer.

Only 500 LG Watch Urbane Luxe units will be produced, each of them engraved with its own serial number for authenticity. LG states that just the alligator strap alone takes a team of 30 individual, experienced leatherworkers and undergoes 50 separate steps in creation. It’s clear then, this device is not designed to be just another piece of tech to wear. It’s jewelry first, smartwatch second.

“Wearable devices shouldn’t be thought of as an extension of one’s smartphone but an extension of oneself,” said Chris Yie, vice president and head of marketing communications for LG Mobile Communications Company. “This blending of craftsmanship and technology is a natural evolution of the smartwatch, which is becoming more of a lifestyle accessory than a piece of hardware. We think this is a good direction for wearables and we want to encourage this transformation.”

The Urbane Luxe will be available to pre-order from Reeds.com or from any REEDS retail store later this month and is going to be on show at IFA in Berlin later this week.

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