On Wednesday in Berlin, Samsung will seek to kick-start a whole new category of electronics. After the smartphone and the tablet, both pioneered by Apple, the South Korean electronics giant will unveil its smartwatch.
Dubbed the Galaxy Gear, Samsung is likely to pitch its design as the perfect companion to a new mobile phone-cum-tablet, the Galaxy Note 3. And the overarching idea is not just to present Samsung as the brand that geeks should buy into - it is to encourage what Samsung calls "a smarter life", where consumers of all demographics enter a brave new world in which technology is not just something we all increasingly use, but also something we wear.
We have, of course, all been here before. The Casio calculator watch swept the classrooms of the world in the Eighties; in between, Sony has launched Bluetooth-enabled watches to almost total consumer indifference, and even its latest models, critically acclaimed, are limited in their ambitions and sold primarily as a companion device to Sony's own mobile phones.
When it comes to other kinds of wearable technologies, such as the Bluetooth headset, the wristband-based Fitbit and the Omron pedometer, their appeal is limited largely to early adopters, too.
Some analysts think that this does not bode well for Samsung - estimates of smartwatch prospects vary widely, from Credit Suisse's $50bn (pounds 32.3bn) of global sales by 2018 to Canalys's relatively meagre 5m sales by the end of next year - but those close to Samsung remind critics that there were MP3 players before the iPod, touchscreen phones before the iPhone and tablets before the iPad.
Samsung is seeking only to put the thing together in such a way as to offer something that is uniquely appealing. But what will this product actually do? Google, Microsoft, Apple, Dell and others are all rumoured to be betting on smartwatches.
A 2.5-inch screen, however, is not one on which much typing can be done, nor is it likely that consumers will want to talk directly into their wrists. It will, in part, be a device to notify users about other connected devices, from tablets to the phones that now live in pockets and are often extracted either because they've issued some vibrating alert or - as often - to tell the time.
It's the smarter equivalent of BlackBerry's blinking red light informing a user they've got mail. Ironically, however, the Samsung smartwatch is likely to have just 10 hours of battery life. When fully in use, this raises the prospect of a watch that will tell the time for less than half the day.
But a low-power mode is unlikely to be beyond the wit of Samsung, and anyway many consumers are evidently quite happy pressing a button to know the time. It will be more convenient to press one on the wrist.
The news that Google is itself looking to make a watch, too, indicates that the company sees a future in the category, and a need to spur on the manufacturers that use its operating system.
We can look forward to an advertising battle at the very least, according to Janko Roettgers, of tech blog GigaOm, who says: "Samsung's Gear is expected to one day compete with Apple's much-rumoured iWatch.
Throw in a Google-made competitor, and you can be sure that we are going to see a whole new marketing war that will make Samsung's smartphone ads against Apple look like child's play."
There is, however, another battle playing out in this new sales arena: the Galaxy Gear is rumoured to use Samsung's own operating system. While it will talk to Google's Android operating system, it may not need it at all.
So this is also Samsung's attempt to do to Google what Apple did to Microsoft - put a stake in the ground that says the platform is its own, too. That, potentially, lays open a whole new front: Microsoft has suffered in recent years because of the diminishing importance of Windows in the face of Android and Apple's iOS.
Just as the dominance of tablets usurped Microsoft and challenged its most pivotal product, so Samsung is betting that, long-term, we will be wearing more and more of the technology it seeks to sell consumers.
While a watch might look like a gimmick in 2013, by the time it's connected to smart shoes, smart fabrics and smart homes, Samsung's decision to go it alone could start to look rather shrewd.
And if the victor is Google or even Apple, that will pose yet more challenges for Microsoft.