The company claims to have launched the “first smartwatch that's a phone", which isn't quite true, given that the Samsung Gear S went on sale on 7 November.
The Burg 12 smartwatch packs a 1.5-inch 240 x 240 LCD display, which somewhat lags behind the competition. There's a SIM card slot for making the most of its telephony capabilities, and interestingly, a microSD port, which enables you to add up to 16GB of on board storage.
There's also a camera and a music player, so you can listen to music through the on-board speakers. We can only imagine the horror.
The Burg 12 will connect to Android or iOS handsets using Bluetooth, but there's no word on the OS on-board. Some smartwatches, such as Will.i.am's i.am+ Puls, run a forked version of Android, but this version looks bespoke, which fills us with trepidation.
We've contacted Burg to find out and are waiting for a response.
One nifty feature of the Burg watch is that the straps and bezels are changeable, meaning you can customise the look to suit you.
The Burg is on-sale now at Walmart and Amazon for $199.