Sony Europe has announced its first fashion watch - the FES Watch U - which utilises e-Paper technology so wearers can change the design of the watch at the touch of a button.

The FES Watch U, powered by Sony, is the only watch of its kind in the market and aims to bring together fashion and technology to allow people to express themselves in the most individual way.

The watch uses active matrix flexible e-Paper in both the face and strap to allow the wearer to fully customise the design of the watch to complement their fashion, mood and attitude.

Designs can differ on both the face and the strap, giving the user the ultimate personalisation experience and creating one-off unique design combinations.

A range of over 100 different pre-loaded designs are available in the dedicated 'FES Closet' app for wearers to choose from. The designs have come from around the world and are all in greyscale, reflecting the sleek style of the watch itself. What's more, Sony is working with a range of designers and will be adding new styles to the app each month to allow FES watch U wearers to continually create new looks.

In a first for e-Paper watches, users can also personalise the watch by creating their own unique design for both the face and strap of the watch, giving the wearer full creative control over their accessory.

What's more, the design can include photography - imagery can be selected from a smartphone album and loaded onto the watch via the app, meaning users could have anything from the face of a loved-one looking up at them to their favourite landscape adorning the strap. Whatever their vision, the watch can help them create it.

Using thermocompression technology, the FES Watch U has a narrow frame with a stainless-steel case and buckle. Inside this frame is the single piece of e-Paper, created from Japanese engineering and craftsmanship.

This high-fashion watch arose from a new business creation program within Sony, known as the Seed Acceleration Program (SAP). Launched in April 2014, the program encourages innovation by creating start-up projects, both from within Sony and externally, and supporting their business operations.

The watch is available in silver with mineral glass as well as in premium black with sapphire glass with anti-reflection coating and titanium ion-plating for high scratch resistance.

Each of these models have a back casing made of 100% stainless steel.

The FES watch U is Android and iOS compatible, has a rechargeable, long-lasting battery and has a IPX5/7 water proof rating offering the wearer full flexibility.

Currently available in Japan, Mainland China and Hong Kong, it will now be available in Europe from September onwards.

Sony has also worked with New Balance to develop a pair of concept shoes which will be on display at IFA."247v2" shoes will have a e-Paper style outsole and N logo, showing how customisation through e-Paper can transform any fashion item.

The new FES Watch U is available from mid-September in the UK, Italy, France, Germany and Spain. It is available in silver or black and is priced at approximately £529 / €599 and £699 / €799 respectively.