Pebble on Wednesday said its latest smartwatch, the Pebble Steel, will be cheaper when it goes on sale at Best Buy this Sunday. The device typically retails for $249, but the price is being dropped to $229 to make it more attractive on store shelves; it’ll be available to purchase on Best Buy’s website as well as its retail store.

The Pebble Steel is easily the best smartwatch currently available, offering some cool functionality in an attractive design. But the wearable will likely come up against some enormous competition later this summer when Android Wear smartwatches officially launch. Right now, we’re expecting devices from LG and Motorola, with the latter being our pick based on looks alone.

This is a very smart move on Pebble’s part, especially with more competitors expected to hit shelves later this year. The Steel is an excellent device, and is the perfect device for consumers looking to enter the smartwatch market. The Pebble Steel will be offered in brushed stainless and black matte colors when it hits Best Buy stores on June 15.

You know what day June 15 is? Father’s Day. I don’t think Pebble’s timing is a coincidence one bit.

Update: Pebble reached out to clarify — the Pebble Steel is not actually on sale, rather, the $229 model only includes a leather band while the $249 model available on Pebble’s site includes both a leather band and a steel one. The steel band will be sold as an accessory soon but pricing has yet to be determined.