The Fossil Q Founder is ready for the holiday shopping rush.

Fossil’s first Android ar smartwatch is now available from the company’s online store for $295, giving the company its first product to compete with the exping market of ar devices.

You’re limited to the steel b model at this time, however. There’s another version of the Q Founder with a leather strap listed as “coming soon” priced at $275.

ong with the Q Founder, Fossil also sells the Q Reveler Q Dreamer fitness bs, designed to put a more fashionable spin on a market dominated by companies like Fitbit.

rth noting is that the product shots of the Fossil Q feature the smartwatch with an ione. That’s because released an Android ar app for iOS earlier this year to broaden the appeal of Android ar watches to ione owners. ile you can see notifications customize the watch face with built-in options, your ability to interact with third-party apps install new watch faces is quite restricted.

Fossil also is supporting the Founder with its Fossil Q app, which keeps tabs on your daily steps will challenge you to meet fitness goals. 

The story behind the story: Fossil recently acquired Misfit, a maker of wearable activity trackers, for $260 million. The buy shows that Fossil plans to go strong into the wearable space as there’s a wide pool of buyers who may be on the lookout for their first watch or activity tracker. The price point is also attractive, as the Q Founder is below other top watches like the second-generation Moto 360 Huawei tch.