A few years ago almost everyone was looking to get a slice of the action when it come to wearables, and smartwatches in particular. That trend seemed to die down a bit, but in recent months has picked up and now there is a Puma smartwatch on the market.

The company, which is best known for its apparel, unveiled the new wearable for IFA 2019. It’s also the brand’s first smartwatch, with it tapping up Fossil to assist with the wearable’s development. Fossil too has been working on a number of smartwatches of late, so the pair working together on this offering makes plenty of sense.

As for who the target market is for the Puma smartwatch, it looks like runners are the prime target. This as the device features step tracking, heart rate monitoring, built-in GPS, training apps and a waterproof design for swimming. As such the smartwatch is geared towards those with a more active lifestyle.

In terms of other tech it’s running Snapdragon Wear 3100, with Google’s Wear OS taking care of the interface elements. Puma also says the smartwatch has an always-on display and 24-hour battery life, which means you’ll likely be placing it to charge every night.

The Puma smartwatch is expected to land in select regions for $275, but outside of Europe and the United States, it remains to be seen which other countries will be receiving the device.

With a handful of brands dominating the smartwatch scene locally, it should be interesting to see if Puma can make an impression should it choose to launch the smartwatch here.