Apple unveiled its long-anticipated entry into the smartwatch market, Apple Watch, today at the Flint Center in Cupertino, California.

“Because you wear it, we invented new intimate ways to connect and communicate directly from your wrist and it works seamless with iPhone,” Apple CEO Tim Cook said of the company’s first wearable device. “And it’s also a comprehensive health and fitness device.”

Among the health- and fitness-specific features:

• An app that monitors activity throughout the day.
• An app for specific workouts.
• A heart rate sensor with the ability to share heart rate data.
• Reminders about and feedback on fitness goals.
• Grouped display of health data.

The watch will come in three models, including Apple Watch Sport, which will be up to 30 percent lighter than the stainless steel models.

The watch will come with interchangeable straps of different colors and materials, including what Apple said is a water-resistant band for working out.

Apple Watch will be available in early 2015 and is expected to have a retail price of $349.

Apple’s announcement comes just more than a month after Timex unveiled a phone-free smartwatch. That product is scheduled to be released this fall and cost $399.