That's why it's interesting to see that LG's announcement of the Watch W7 instantly became the most criticized smartwatch of 2018 - possibly ever It's not as artful as a Breitling or flashy like a Diesel, it just looks like a standard watch from one of a dozen brands you could pick up from Macy's for about $100 But that's the highlight of the W7 - not because it's a particularly beautiful smartwatch, but because it doesn't look like a smartwatch.