Smartwatch makers and buyers are still agreeing to disagree over how much one should cost. But we're going to call it - it's time to make them cheaper.
In a study by First Insight of 1,500 people in the US this July, 49% of people surveyed said they are "waiting for the prices of existing smartwatches to come down". Not only that but 74% of women and 69% of men said they want to spend either less than $100 or $100 - $200 on watches.
Compare that to last week's Apple Watch Series 2 which starts at ¬£369 and the Series 1 which is still - by this study's standards - too expensive at ¬£269.
That said, the Apple Watch did score highest when compared to an odd bunch of rivals in the form of the Moto 360, LG Urbane LTE and some Garmin smartwatches.
One more nugget: when asked what is most important in a smartwatch, 37% of people asked said features and functionality, 25% price, 18% quality, 12% style and just 8% brand. That doesn't exactly correlate with smartwatch sales so far where Apple has dominated its Android Wear and other rivals.
If you're looking for a smartwatch you can actually afford, check out our roundup of the best budget smartwatches including devices from Pebble, Sony and Asus.