It's hard for a new tech company to compete with the giants out there - but Nothing has managed to make major waves.
Entrepreneur Carl Pei launched the company a couple of years ago, with its phones and earbuds immediately taking their place as well-priced mid-range options.
It's gone a step beyond that with one of its newest products, though - the CMF by Nothing Watch Pro, a smartwatch that costs just $69 right now, down from its regular price of $89 on Amazon.
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That's the sort of price that normally throws up red flags, with warnings about knockoffs and fakes flying but, in this case, it's from a genuinely reputable brand.
For the price, you get a good-looking smartwatch that seems pretty clearly modelled on the Apple Watch, albeit with a chunkier and less rounded design that is also obviously tied to the Nothing Phone, which is now on its second generation.
The Nothing Watch Pro comes in dark grey, ash grey, orange and silver, with silicone straps and an 1.96-inch AMOLED display that will be nice and dark when you're not using it - it's not always on, though, so it's one you'll raise your wrist to wake.
With heart rate tracking on board and IP68 water and dust resistance, you can use it as a handy exercise tracker to measure your fitness and workouts without having to worry about rain or sweat getting into it.
In fact, with multiple different sports modes to use, you'll almost certainly find a built-in tracking mode for whatever your fitness activity of choice might be. Plus, Nothing says the battery life goes up to 13 days, meaning you don't have to charge it every night.
The verdicts have been rolling in from reviewers and influencers, too, and things are looking really positive - although many have suggested you'll get a smoother experience from something more premium like a recent Apple Watch or something like the Samsung Galaxy Watch 6.
Of course, those watches will run you hundreds of dollars more, too, so it shouldn't be a surprise that they feel a bit slicker than the Nothing Watch Pro - they're going for a very different part of the market.
So, if you're a fan of how the smartwatch looks, and you're perhaps relatively new to wearable tech, this could be a really good option to help you get used to having fitness metrics and notifications on your wrist.