As we were reeling from the announcement of the latest addition to the Samsung Galaxy S family, the Korean company revealed that it had even more up its rather well-stocked sleeve.
Meet the Gear Fit, the world's first curved, Super AMOLED wearable device. Really, it's a wonder no one thought of it before: the gently bent body means that the smartwatch will fit comfortably around the contour of your wrist as you go about your daily business.
Not only that, its 1.84in 432 x 128 pixels Super AAOLED display keeps offers incredibly vivid visuals. Its proud parent, Samsung, gushed that the Gear Fit is "so much more than an everyday fitness band." By connecting to your Galaxy smartphone, the device can alert you to incoming calls, emails, SMS messages, alarms and third party apps whilst you're on the move, so you're constantly connected.
The fashion-savvy will be pleased to know that the 27g Gear Fit boasts hypoallergenic changeable straps in Black, Orange, Mocha and Grey flavours. The idea is that you can change the look of the smartwatch to match your mood or activity, expressing your "individual style" in the process.
Flexibility is also the name of the game here. The smartwatch works with over 20 devices, whilst the built-in heart rate sensor analyses your fitness data on the Galaxy S5 via the brand new S Health app. Not only that, a standard 210mAh battery means you can be compiling a detailed fitness portfolio with the Gear Fit for up to five days.
"We're excited to be expanding our Gear product portfolio with a range of unique devices so there is something for everyone, irrespective of their different lifestyles, interests and needs," said Simon Stanford, Vice President of IT & Mobile division, Samsung Electronics UK & Ireland. "The new range includes the Gear Fit which we've designed specifically to help those of our customers that want to live a more fit and active life but don't want to sacrifice their own personal style or ability to stay connected on the go."
Both Three and Phones4U have confirmed that they will be stocking the Samsung Galaxy S5 and the Gear Fit once the devices are launched in 150 countries on 11 April (except in the US. Sorry.)
For the latest MWC news, keep up with our liveblog for to-the-minute pictures, articles and insights.