By YOUKYUNG LEESUWON, South Korea (AP) â¿¿ Samsung's Galaxy Gear, a new computing device worn like a wristwatch, is certain to pique much curiosity when it starts being seen in public. The intensely black rectangular screen and orange strap on the wrist of a Samsung executive immediately caught my eye as she entered a corporate meeting room to give a preview of the gadget. It didn't take me long to see what Samsung is trying to achieve. It wants to attract not only tech addicts who must have the latest gadget but also young, design-conscious consumers. The Gear's design flair and ease of use are its sweetest attributes, but it may not entirely please either group. Although powered by the Android operating system, like many phones and tablets, it will work only with Samsung devices â¿¿ and only with newer models. Samsung will start shipping the $299 Gear smartwatch in September, ahead of a similar product expected from Apple. I had a chance to play with a pre-production unit for about 10 minutes and briefly with the version that Samsung announced Wednesday in Berlin on the eve of the annual IFA consumer electronics show. Like similar products already being sold, the Gear is not an independent device. For useful functionality, the Gear needs to be linked with a specific Samsung smartphone or tablet computer. The pairing is done wirelessly over a Bluetooth connection built in to both sides. The Gear's display is a touch screen measuring 1.63 inches diagonally. Its strap has an embedded camera. The Gear supports apps such as Facebook and lets the wearer answer incoming calls or check email without picking up the smartphone that's paired with it. The Gear is not the smartwatch with a flexible display, as disclosed in recent Samsung patent filings. With smartphones and tablets now ubiquitous, the technology industry is trying to create a new category of products to wow consumers. Many analysts believe the next big step for consumer electronics is advanced computing technology in everyday objects such as wristwatches and glasses.