As the wearable device race is heating up, Sony is reportedly working on a new smartwatch of its own, but it won't be joining the Android Wear party.

Smartwatches are increasingly gaining momentum and a new generation of gadgets are expected to hit the market this year. Notable players, including Apple, will reportedly launch their own smartwatches this year, while those who joined the race early on, such as Sony, are about to release new iterations.

Sony already has two smartwatches on the market, and a third one is apparently en route. A new report, however, claims that Sony's next wearable gadget not run Google's Android Wear, as one would expect.

Google recently released its new Android Wear platform for wearable devices, and so far three smartwatches are rocking the new OS: the LG G Watch and the Samsung Gear Live, which are already available, and the upcoming Moto 360 from Motorola, which should hit the market later this summer. More companies are expected to launch smart gadgets running Google's Android Wear, but Sony will reportedly not be one of them, at least not for now.

According to a new report from Digi-Wo (via GforGames), Sony is gearing up to launch its third-generation SmartWatch. Considering that the company released the Sony SmartWatch 2 back in September 2013, news about a sequel coming soon don't come as much of a surprise. It's worth pointing out that Digi-Wo has an excellent track record when it comes to providing accurate information about yet-to-be-announced Sony products.

The publication offers no details on the actual hardware specs of the upcoming gadget, but it does provide some interesting details. Sony will reportedly announce its SmartWatch 3 at the IFA 2014 trade show in September. The smartwatch will reportedly retain the same design as its predecessor, sporting a square form factor like most smartwatches out there.

The report further reveals that the Sony SmartWatch 3 will also feature a transflective display like its predecessor, but sport an enhanced resolution. A transflective display is designed to provide better visibility in direct sunlight and it also reduces the need of a backlight, which means that it is also easier on the battery.

While the design language will be along the same lines as the SmartWatch 2 (pictured above), the new gadget will reportedly boast a radically redesigned user interface (UI). Sony will not adopt Android Wear for the device, as the SmartWatch 3 will reportedly run the company's own OS instead. Moreover, the new gadget will also rock a built-in Wi-Fi module, which means that it will be able to function independently, without necessarily requiring users to pair it with a smartphone. This could mean great news for active people who want to receive notifications while jogging, for instance, without having to carry a large smartphone around with them.

Lastly, Sony's next-generation SmartWatch will reportedly support wireless charging and, in typical Sony fashion, it will boast extra durability with dust- and water-resistance certification.

Keep in mind, however, that despite Digi-Wo's good track record, it's all still in the rumor state for now. Sony has made no official announcement in this regards, so it is best to take this report with a grain of salt at this point. If the company does indeed plan to unveil its next smartwatch at IFA 2014, more information should become available shortly.