Relatively, Belty is a belt that loosens or tightens depending on whether its wearer is sitting or standing. It also notices if its wearer has been sitting for too long. What's more, it vibrates. The point, says Emiota founder Carine Coulm, is to identify early signs of diabetes and cardiovascular disease, both of which are correlated with waist circumference.

It's the first device to allow you to follow the trend of your waistline over the long term based on the company's website.

Furthermore, the belt is made from French leather, with a chrome-ish buckle about the size of an iPhone 6. Like the people behind Ring, the founders of Belty acknowledge that it has to solve the size problem before anyone will actually wear it.