Musician Will.i.am unveiled a new wearable piece of tech last week in San Francisco, called the Puls.

Will.i.am thinks Apple and Samsung have gotten the smartwatch concept all wrong with their latest offerings, saying the Puls is a marriage of fashion and technology, or "fashionology." The singer says he wanted to make something that people would be proud to wear out, whether they're going for a run or hitting the clubs.

Just don't call it watch. Instead, the Black Eyed Peas member prefers to call the device a "smart cuff."

Like other wearables of its ilk, users can make calls, send texts, stream music and track health on the Puls, but without the requirement of being connected to a smartphone.

Will.i.am says it took about three years for him and his team to develop the Puls, and that it's an honor for it to be considered a competitor to the Apple Watch.