Misfit is the latest activity-tracking specialist to embrace an analogue look.
The brand has unveiled a traditional-looking watch that counts its wearer's steps, provides notification alerts and acts as a remote control for Bluetooth-connected smartphones.
Phase's launch follows the $260m (£212m) takeover of Misfit by the US watchmaker Fossil last year.
Companies that offer rival hybrid-timepieces include Garmin, Nokia's Withings unit, Mondaine and Alpina.
However, the bestselling wearable technology manufacturer, Fitbit, has opted instead to sell a touchscreen model.
"There's a palpable sense of apathy from consumers to full-touch smartwatches, with the Apple Watch being the only exception," said Ben Wood, from the consultancy CCS Insight.
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