Remember Google Glass? Google’s wearable computer is still a going concern, though the New York Times wrote last month that it’s on something resembling life support. In the meantime, the march toward “wearable technology” continues. Today, Apple CEO Tim Cook announced the Apple Watch, starting at just $349, with a solid gold model available for $10,000.

Cartier, Rolex and Hublot are all viable options, but it seems that only the Apple Watch will inspire strangers to deliver an “atomic wedgie” to the wearer. It might be worth it, though, with cool built-in-features like Apple Pay.

What else can it do?

Starting at $349, huh? Anything a little less pricey?