According to Pebble CEO Eric Migicovsky, the company has shipped its one millionth smartwatch on December 31st last year. Pebble is popular for many reasons. Its simplicity and usefulness attracted a lot of users to it. People have been buying Pebble smartwatch.

The majority of tech press and customers are interested in smartwatches that are created by major brands like LG and Samsung. Apple has already demonstrated its new lineup of smartwatches which are yet to go on sale. The huge interest surrounding Apple Watch is a gentle indication that it’s going to be popular just like most other Apple products out there. But behind the stardom, there is another company that has been quite silently making, selling, and improving its own lineup of smartwatches.

That’s a major milestone for a company that competes with the likes of Android Wear from Google. At present, Android Wear runs on devices manufactured by LG, Motorola, Samsung, Sony, and Asus. Samsung also has its own lineup of smartwatches that run on Tizen operating system, different from Android Wear. Competing with such big names, Pebble reaching the milestone of selling over one million device is a big deal for the company.

Pebble introduced a number new improvements and price cuts last year which might have helped boost the sales of the device. CEO says that his company plans to continue improving the products to keep the momentum alive through this year.

To boost the sales and uniqueness of the device, Pebble is already working on a new operating system that will be different from the traditional user interface of smartwatches. While today’s most of smartwatches have a user interface revolving around apps, Pebble’s new operating system will have a different mode of interaction. There will be apps on Pebble, but they won’t be as dominant as some, if not all, other smartwatch operating systems out there.

Pebble may have done well in the past year. But in 2015, when Apple is releasing its smartwatch for the first time ever and Google is already fighting to win the war with Apple, Pebble may have to suffer. But with the new operating system in place, the CEO hopes that the unique place Pebble has today in the smartwatch industry will continue.