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STORY: "With Pixel Watch, you can simplify your life with the best of Google on your wrist."

Google’s latest launch is taking aim at the smartwatch sector, a field dominated by one of its main rivals, Apple, at a time when inflation-hammered consumers are shunning all forms of pricey wearables.

The Google Pixel Watch will go on sale October 13. Priced at $350, the Alphabet Inc. gadget costs $100 more than the lowest-cost Apple model.

The other catch? It’s limited to people with Android phones.

That will open the wearable tech up to enormous obstacles in terms of consumer adoption, according to market analysts.

Google apps already work with watches from companies including Apple, Samsung Electronics and Fitbit, which Google bought last year.

The new round-faced Pixel Watch enables contactless payments, music control and turn-by-turn directions. A model with cellular connectivity costs an additional $50.

"Pixel 7 pro is Google's most powerful phone."

Google’s Pixel 7 also made its debut. Coming in at $599, the smartphone has a 6.3-inch display. A shinier enhanced 7 Pro will cost $899, with a 6.7-inch display, further camera zoom and additional RAM.

Though a small player in smartphones overall, Google's sales are accelerating. It shipped 3 million phones in the first half of this year, up 131% on a year ago, according to tracking company Canalys.