If you're in the market for a new smartwatch, the first one you'd probably consider is the brand new Apple Watch Series 4. It's one of the best looking, and it includes an electrocardiographic sensor (ECG) for detailed heart monitoring.

Now, Withings is challenging Apple directly with its new Move ECG smartwatch that also includes a ECG sensor — just like the newest Apple Watch. It also sells for about a quarter of the price at $130.

Unlike the Apple Watch, the Withings Move ECG does not include a touchscreen. It can't send you push notifications, text messages, or let you control your music from your wrist. So what makes it so special if it can't do any of those things?

Withings decided to keep the Move ECG's components mostly traditional compared to other, flashier smartwatches. The Move ECG looks like any analog watch you'd buy from a company like Timex or Swatch. It's a classic design that fits most styles.

The bulk of the "smart" features included on the watch are accessible through the Withings Health Mate companion app. It pairs with the watch and tracks data like the number of steps you've taken, heart rate, and the electrical pulses that make your heart beat using the ECG sensor.

The benefit of having an ECG sensor attached to your wrist is that you can closely monitor the rhythm of your heart, and in extreme cases, detect any irregularities. It's a great data point for anyone who might be concerned about the health of their heart, or anyone who simply wants more information about their body (perhaps to even share with their doctor).

Withings has a long history of debuting some of the most talked about health products at CES. Just a couple of years ago, the company debuted a non-invasive thermometer that won several awards. This year, it looks to do the same with its new, affordable ECG smartwatch.

As someone who literally just bought an Apple Watch, I must admit I'm thoroughly impressed. The design of the Withings ECG is much more subtle, and doesn't scream, "I'm a dad!" to anyone who sees you wearing it. Plus the battery life is infinitely better (12 months per charge!), and the app design is much more focused on health. In sum, I wish I'd have waited to buy this watch instead of my Apple Watch.