NEW YORK (AP) — Motorola rolled out a circular smartwatch Friday, counting on a more traditional design to win over consumers who have so far shunned other computerized wrist devices.

Smartwatches so far have had rectangular faces, a shape that has turned off many consumers, said Steve Sinclair, Motorola’s vice president of product management. Motorola’s Moto 360 is round and has an all-metal frame, making it look more like a regular watch.