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For its first smartwatch ads, Motorola is getting cheeky.

Ahead of the holidays, the handset manufacturer is launching a campaign for Moto 360, its computerized wristwatch, which began selling in September. The campaign parodies the solemn marketing of the luxury watch industry. “A Watch for Our Times,” is Motorola’s bid to showcase its entrance into the new category before it gets far more crowded — early next year, Apple is set to unleash its Apple Watch on the market.

It’s also a chance for the company to flaunt its new branding following a transitional year. After a brief tenure within Google, Motorola Mobility officially joined Lenovo in October. Both companies said Motorola’s marketing team and agenda would remain in place.

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