It probably hasn't escaped your attention that the All New HTC One (codenamed the M8) is set to be sprung upon the world later today.
HTC's new flagship smartphone, which will square up against the Android giant of the Samsung Galaxy S5 due out mid-April, will actually go on sale mere minutes after the launch event kicks off (at least in London, anyway).
There's precious little we don't know about the handset at this point, thanks to the many rumours which have spilled out – and indeed a certain Canadian mobile network which has published the official specs pre-launch.
However, the launch event will still be worth watching to see the handset actually in action, and of course there'll be various features and bits and pieces we don't yet know about.
So where can you watch the event online? Point your browser here, where HTC is hosting proceedings online, proudly proclaiming that the "Best is about to get better." As the countdown clock indicates, the event begins at 15:00, so don't be late.
You can also follow our live coverage here, for commentary and analysis on exactly what HTC is wheeling out this afternoon. Get your bag of crisps and soft drink of choice at the ready!