Google has formally announced a change of name and rebrand for its wearables platform, Android Wear, which will in future be known as Wear OS instead.
The move, first rumoured earlier this week, at this stage is largely cosmetic and anyone expecting Android Wear 3.0 will be disappointed.
But the 'renewing of vows' between Google and wearables promises more developments in terms of features and updates in the coming months - with I/O still expected to be the first reveal.
With no major watch launches for some time from the big tech firms, and only Huawei committing to a new device being even planned, Google needed to do something that would revitalise Android Wear's image.
The change of name to Wear OS is intended to emphasise that Wear OS devices will work across different devices and are not just an extension to Android smartphones.
The Google Blog explains: "As our technology and partnerships have evolved, so have our users. In 2017, one out of three new Android Wear watch owners also used an iPhone.
"So as the watch industry gears up for another Baselworld next week, we're announcing a new name that better reflects our technology, vision, and most important of all - the people who wear our watches. We're now Wear OS by Google, a wearables operating system for everyone."
Baselworld is the world's largest watch and jewellery show, held in Basel, Switzerland every year. The reference suggests we could see some new devices there too.
It's not the first time that Google has tried to remove branding in this way. Chromecast was briefly rechristened as Google Cast, but the Chromecast name was already so entrenched that it was switched back.
A number of watches will be getting an ‘upgrade' to the Wear OS branding. These including models from Huawei, LG, Casio, Mobvoi, Polar, ZTE, Misfit and many of the other fashion watch brands. All these watches are likely to be running Android 8.0 Oreo, if not before, then after the rebrand.
With £6.7m in initial funding, Mosa Meat could be the first company to offer lab-grown meat to the public
Manufacturing and finance jobs will be hit, but health and education can look forward to job creation, says PwC
US startups plan to modify existing jet engines, but are likely to fall foul of environmental legislation
The Brexit white paper "gets pretty close" to company desires, but there's still work to do