Winner of the CES 2007 Best of Innovation Prize and featured in Wired Magazine, the MBW100 was the first production analog hybrid Bluetooth smartwatch. Designed in 2006 in a partnership between the Watch Technology Division of Fossil Group and Sony Ericsson, the primary goal of the product was to introduce the concept of a fashion watch enhanced with relevant real-time "glance-able" information. The target demographic was young professional males with a moderate level of discretionary income. The product was considered extremely successful which was a key factor in securing additional product development opportunities with Sony Ericsson. Sony Ericsson sold a combined number of approximately 90,000 units translating into approximately $31 million at retail.