Not to be outdone by the likes of Apple, Google and Samsung, Sony is the latest electronics maker to develop a watch. However, Sony’s watch is not a smartwatch: Fes, as it is called, is manufactured from e-paper and has a retro design.

Fes was developed by a new division at Sony called Fashion Entertainment and, just as the name indicates, it is meant to be a “bold fashion accessory,” Tech Spot reports. The watch has 24 patterns that resemble usual watch straps.

Sony launched a crowdfunding campaign in September to gauge consumer response to Fes. It has been positive, as the Japanese tech giant managed to exceed the initial goal of 2 million yen, or $17,000, and the final tally was more than 3.5 million yen, or $30,000. Tech Spot points out has Sony “distanced” itself from the project so as not to influence contributors to think that such a well-known tech company was behind the campaign.

E-paper construction provides for power efficiency, so Fes will function for about 60 days on a full charge. The Fashion Entertainments division is said to be working on other accessories using e-paper technology, includng bow ties, shoes and even glasses. Tech Spot suggests that Sony may be moving towards development of products that focus on “style instead of features.”

The crowdfunding campaign contributors should receive their watches by May. Sony has not announced when – or even if – it would release Fes at retail.