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Motorola opens up online store in the UK to bypass wireless carriers

Read our full Motorola Moto 360 review.

Motorola has opened up its own online store in the UK, where it will be selling the new Moto X, Moto G, and Moto 360 smartwatch directly to the public, neatly avoiding any need to sign deals with local networks. This is excellent news for UK-based Moto fans, due to the manufacturer almost withdrawing from Europe entirely over the past few years.

While all three new Motorola devices are listed, the only one which is actually on sale is the Moto G. It’s the second generation model launched at the beginning of the month, which means it boasts a larger, 5-inch display with a 720p resolution, an updated 8-megapixel camera, and a more powerful 2070mAh battery. The phone is available SIM-free, without a contract, for £150. In the United States, the same phone has a $180 price tag.

A “coming soon” badge is in place of a buy it now button on the Moto X’s dedicated page, and there’s the option to sign-up for further information. No price has been quoted yet. It’s the same story for the Moto 360 smartwatch, but the site’s launch does at least confirm the device will be out in the UK in the near future.

Related: Here’s our review of the 2014 Moto X

Sadly, although Motorola’s three main new products will be sold through the store, neither its Moto Hint Bluetooth earpiece or Motorola Turbo Charger accessories have their own page yet. Whether these will see a release in the future remains unknown.

Motorola relaunched in the UK with the Moto G last year, and such was the success of the device, it quickly grabbed 6 percent market share in the country. However, it has either always struggled to find support with UK networks, or has never been inclined to work for it. By opening its own store, Motorola joins other, more niche, smartphone manufacturers which have successfully sold hardware online, including Huawei, Oppo, and Xiaomi.