Nothing is making waves with its approach to aesthetic technology. Hot on the heels of the release of the Nothing Phone (2), the company took to YouTube to give its quarterly community update. In this update, the team at Nothing in London gave a quick overview of the goings-on at the company. However, the updates’ other content was overshadowed by a special announcement from its founder, Carl Pei.

That announcement is a new brand focused on bringing Nothing’s design philosophy to a more affordable price point. “CMF by Nothing” will continue to share Nothing’s design-led and user-centric approach to technology however, the new brand will focus on creating accessible products with a clean design and trusted quality. This breaks away from Nothing’s philosophy of pushing design innovation with premium materials and the latest technology. To ensure continuity with the efforts at Nothing itself, Car Pei notes that “CMF by Nothing” will be spearheaded by an independent team.

The announcement doesn’t end there, Carl Pei also announced that the new brand will be releasing CMF-branded smartwatch and headphones. The products are expected to make their debut later this year. There is so far no indication if the smartwatch will be utilising Google’s Wear OS software or going the route of OnePlus and Amazfit with a totally different OS.

It’s worth keeping in mind that Nothing has yet to release any smartwatch under the Nothing brand. So, it’s going to be interesting to see how CMF by Nothing will define clean design without Nothing leading the way in the product category.