Timex Smartwatch

While the budding smartwatch industry has been dominated by tech names, at least one big-name watch company wants in on the action.

Timex this week is announcing the cellular-connected GPS One+, a $399 watch that will go on sale this fall. Built in collaboration with AT&T and Qualcomm, the device uses the former’s network and the latter company’s Mirasol display. Mirasol offers a color display, but with the low battery consumption typically offered only on E-Ink devices, meaning the device’s screen can remain on.

Although it has its own wireless connection, a Dick Tracy watch this is not. It doesn’t make phone calls, instead using the cellphone network to transmit location data to friends and exchange email-based messages. The device also allows runners to upload their data to social networks and has 4GB of storage for playing music via Bluetooth headphones. An SOS feature allows watch owners to send precise location information to a predefined list of contacts.