The LG Watch Urbane already felt like a dressed up Android Wear smartwatch for the modern geek and in case you wanted something even more ostentatious, it now comes wrapped in 23-karat gold.

LG is billing the smartwatch as “more jewelry than wearable”, giving it an alligator leather strap and selling it in a “piano-gloss lacquer case” as its looks to target the high-end buyer. It’s available for pre-order now from Reeds, though the watch won’t actually ship until October. With the slick style and gold face, the LG Watch Urban Luxe may appeal to affluent shoppers who want a more sophisticated wearables experience. According to a press release, a special deployment claps has been used in the watch, which was originally designed by Louis Cartier in 1910.

The LG Watch Urbane features a 1.3-inch Full Circle P-OLED (320x320p) display, a 1.2GHz Quad-Core processor, 512MB RAM/ 4GB eMMC, Bluetooth 4.1 LE, 9-Axis, PPG sensors and 410 mAh battery. Each of the limited edition watches will be engraved with a unique serial number.

Yie also said that LG believes the LG Watch Urbane Luxe is headed in the right direction for smartwatches, and that the company is looking to encourage this transformation in the industry.

Watch out, Cupertino. Because LG, manufacturer of, among other products, a line of smartwatches which work alongside Google Wear, has a luxury, gold-plated wearable hitting the market soon, with the device sporting a comparably reasonable price tag. It would also be interesting to see how it fares, given how the company has added the “limited edition” aspect to the watch.