On a sunny day at a picnic table in Silicon Valley, Eric Migicovsky glanced down at his wristwatch.
He wasn't checking the time, he was checking his email. Glancing up, he grinned. The message was from yet another journalist.
In this corner of a world obsessed with the latest tech gadget, Migicovsky is this week's hotshot as his start-up company rolls out its new, high-tech Pebble smart watches.
The USD 150, postage stamp-sized computer on a band is tethered wirelessly to a wearer's Android or iPhone.
With hands truly free, wearers can also read texts, see who is calling them, scan Twitter or Facebook feeds and yes, check the time, while digging in their garden, barbequing a steak or as he was doing when he conceived of the idea riding a bike when his phone began to ring.
And that's just the first version. Apps are being developed that could eventually bring everything from Angry Birds to eBay bidding onto our wrists.
"I like it when I'm running," says Migicovsky, "I like it on the subway, on an airplane, anytime I want to see what's on my phone without pulling it out of my pocket."
Pebble, which began shipping in January, is not the first to make a play for the watch market, which dwindled when consumers added smartphones to their purses and pockets. But this little firm of 11 is the most popular in the smart watch sector today, bubbling up amid rampant rumours that Apple has its own iWatch in the works.
Apple spokeswoman Natalie Harrison declined to comment, but it wasn't the first time she'd been asked. Apple has several patents for high-tech watches.
Tim Bajarin, a Creative Strategies analyst who's followed Apple for more than three decades, said he's been waiting for an iWatch ever since the company introduced a tiny Nano in 2010 and consumers began strapping them to their wrists.
"I do believe that Apple could potentially disrupt the watch market if they took their innovative design and tied it to their smartphones and ecosystems," he said. "We have no knowledge that they are doing this, but the area is ripe for innovation."