Now that so many people carry around smartphones, retailers are looking for the next big product in technology to create growth in their industry.
Enter the smart watch.
We've all been there: looked at our watches and panicked just like in Alice in Wonderland.
Now, it seems, time is also running out for smartphones with a market gradually heading toward saturation.
Tech companies are gearing up for a new race.
Samsung will be the first major player out of the blocks with a phone that it says will have everything -- not at your fingertips but on your wrist.
Despite the skepticism, experts say there is an appetite among consumers to be ever more closely connected to their devices.
According to recent data from an industry research group, 36-million smartwatches are projected to be shipped by 2018, and the industry, says Credit Suisse will be worth 50-billion dollars.
For others, like James Bond no doubt, these devices may be a hard sell.
With many preferring the classic style instead.
Before you know it, telling the time could be our watch's least important feature.