A smart watch that tells the time? Now we have seen everything. Jokes aside, Sony is really working on a concept so simple, basic and disarmingly appealing, it might just be one of the most popular gadgets.

Next Thursday, October 16th 2014, Apple hits the stage for the second time, in a much smaller setting, this time around, at the Cupertino headquarters, where media outlets have been invited directly by the company.

The iTime is a device that, at least on paper, is very likely to stream iTunes content, which begs the question of how much thunder, the iTime will steal from the iPod.

In the past years, Swatch has consistently ignored smartwatches, and never once considered the potential for growth of a device that manufacturers have already started to take very seriously.