Not everyone loves Apple, whatever their share price and Q4 profits might suggest. For some people it’s a design issue, some a functionality – for some it is just one of those things. Here are some devices that might be able to occupy the Apple Watch’s mantle.

1. Pebble – Best price

At £99, the Pebble is more affordable than Apple’s offering, which starts at $349 (UK prices to be announced soon). It’s a simple, minimalist affair with a decent range of features and access to 6000 apps.

2. Huawei Watch – Best look

The advantage of the Huawei watch is that it appears to cater not to sports fans or tech fans, but to watch fans. It could largely pass for a normal watch, making it inconspicuous and appealing for more formal events.

3. Citizen Eco-Drive – Longest battery life

The news that the Apple Watch would need to be charged perhaps as often as every day may have put off those who prioritise low maintenance and convenient gadgets. Enter the Citizen Eco-Drive, which works with iOS. It lasts for a staggering 1,095 days – or three years.

4. Moto 360 – Most customisable

Motorola’s emphasis on customisable devices will appeal to those who struggle with the inflexibility of Apple devices, the limitations on what apps you can download, needing to install and use iTunes, etcetera, etcetera. The Moto Maker system is currently available for the Moto X smartphone but will now be available for its smartwatch, allowing you to choose from a staggering array of different colours, 11 watch faces, materials and more.

5. Fitbit Surge – Best for fitness

For serious fitness enthusiasts, this device carries a built-in GPS, providing real-time run stats, tracking your steps taken, calories burned and floors climbed. Also sported is a heart rate monitor, along with the sleep activity monitoring which comes on all of the Fitbit wearable range. Durable and stylish if a little bulky, the device will sit comfortably on your wrist during a long run.