The smartwatch market is clearly heating up. From Samsung making an all-out media blitz to promote their new Galaxy Gear wristwatch, to rumors that Apple is in talks with Swiss watch manufacturers, to the announcement of Android Wear, a new operating system for wearable devices, just yesterday — it is obvious the big electronics players are all interested in this market.

While the functionality of smartwatches is clearly unprecedented, the bold statement that Jim Wicks (Motorola Consumer Experience Designer) makes in the video above “Moto 360 is a reinvention of the modern timepiece,” is in our opinion — pure hyperbole.

In recent months, things in the smart watch market have clearly changed at a rapid pace, but that is not to say there are any tangible sales results that prove it will be a product as important as an actual smart phone anytime soon. As more features and functions are added, and as the product itself improves, for example with the Moto 360 being produced in round case, or the new Android Wear operating system that gives a platform to hordes of potential smart watch designers, our opinion on this might change. But for now, we think our statements in this editorial from September 2013, still hold true.