The smartwatch may well be the watch of the future, but not everyone cares about a second screen on their wrist. Runtastic is approaching the smartwatch differently, making the smarts more about staying fit while still being able to tell the time.

That’s the general idea being put forth via Runtastic, which has predominantly been a software company making apps for your phone to track your health, but now is working with its own hardware.

In fact, the first piece of hardware to come from the Adidas-owned company will be fitness gadgets made for your wrist, but there’s a good chance they don’t look like any other fitness gadget you’ve seen prior, and that’s because of one basic reason: Runtastic’s gadgets look like watches.

Forget what you know about the digital-specific smartwatch or the fitness bands put out by numerous companies, because Runtastic’s approach has more in common with a conventional analogue watch, at least from the looks.

The moment you set eyes on any of the Moment range being put out by the company, you’ll be thinking of a standard watch. Not a smartwatch and not a fancy watch, but just a watch, and a watch designed for every day life.

Runtastic Fun

Runtastic Fun

And that’s kind of what it is, with a fitness tracker built inside the watch capable of tracking steps and activities, talking to an app made for iOS and Android that will tell you distance travelled, duration of your activity, calories burned, and even tell you a bit about your sleep, using the movement tracker to determine how good a rest you’re getting.

“Over the past few years, we have seen the majority of players in the health and fitness space – Runtastic included – try to address the needs of users with a diverse array of tracking devices,” said Florian Gschwandtner, CEO and Co-founder of Runtastic.