Sony is reportedly creating a smartwatch that can "change its appearance"

The new watch is said to be being developed using a patented material for the face and strap, which will allow the device to change its appearance. The pioneering piece of tech is also said to be focussing on style, rather than "trying to outdo more technological offerings like Apple's watch and Sony's own smartwatch" according to a Bloomberg report.

CEO Kazuo Hirai, who heads the business creation division at Sony this year, is said to be leading the project. The E Ink screen will reportedly stretch across the whole surface of the watch – from its face to its strap, and will provide touchscreen technology as well as the ability to change its appearance whenever the user desires.

If the rumours are true, it is a smart move for the company – who recently suffered cuts to its mobile division – and paves the way for Sony to get back to its 'glory days', by releasing a new invention that would stand up to its past innovations such as the Walkman and Triniton TV.

The E Ink smartwatch could be available on the market as early as next year according to the source.