Sony kept the testing of its watch a big secret until this week. It made the design public last September to gauge public reaction to it. Sony didn't want people to be influenced by its name or brand, so it said the watch was from a company called Fashion Entertainment. A spokesman said: "We hid Sony's name because we wanted to test the real value of the product, whether there will be demand for our concept." Sony put the watch on a crowdfunding site to test the market and see how many people thought it would be worth investing in. The device surpassed its two million yen ($17,000) goal, raising 3.5 million yen ($30,000) in total.