Nothing, the brainchild of OnePlus co-founder Carl Pei, has been making waves in the Android market by offering premium aesthetics at mid-range prices. Now, the company is set to introduce a new sub-brand that will mark its entry into the smartwatch arena, aiming to deliver its unique design language at an even more affordable cost.

The announcement of the sub-brand, christened “CMF by Nothing,” was made by CEO Carl Pei during a Q2 community update. With a commitment to introduce newly designed earbuds and a smartwatch later this year, Nothing is all set to captivate its audience with more details in the pipeline.

“CMF by Nothing” stands for Color, Materials, Finish – a design discipline that emphasizes accentuating product design. The sub-division will function as a separate team within Nothing and will prioritize timelessness over innovation, steering clear of divisive features like the Nothing Phone (2)‘s signature glyph system. The main Nothing brand, on the other hand, will continue to cater to consumers seeking a more flair-focused approach with their premium offerings.

Nothing, since its inception in 2020, has been driven by a vision to “make tech fun again” and has garnered praise for its unique designs. Despite catering to niche audiences, the company has found mainstream success, having sold an impressive 1.5 million devices by June 2023. The product lineup includes the phone (1), the new phone (2), the ear (2), and the ear (stick). Notably, within less than three years, Nothing has managed to raise over $250 million.

Speaking about the new sub-brand, Carl Pei stated, “CMF by Nothing is going to be focused on clean and timeless design. It’s going to feature quality that’s very hard to find in this price segment.” Pei also acknowledged the feedback and requests from the community for more affordable products and expressed excitement about delivering on those expectations.