The makers of the Cogito and Cogito Pop smart watches have pretty strong opinions about what consumers are looking for in smartphone-to-watch connectivity: “ [This is] an extension of the phone, not a duplication of it…Less is more. Most users do not want, or need, full phone functionality on their wrists.” Well, that’s one strategy. Even still, Cogito seems to offer plenty of notification features. Users can choose from email, text messages, calls, Facebook, Twitter and WhatsApp notifications via LED icons on the watch’s face. The watch also controls the phone’s music player and camera. That’s right: tapping the watch clicks the shutter button, so selfie-loving consumers can easily get in the shot without holding the phone in an outstretched arm. Values: Convenience, Access, Time, Cool, Savvy