HTC is launching a bold Glamour Red version of its flagship HTC One smartphone, adding a splash of color to the existing black and grey models.

The sexy red version of the smartphone will land in UK initially, selling exclusively through Phones4U starting in mid-July. Except for the bright color, the handset is otherwise identical to the existing HTC One.

For those unfamiliar with this flagship Android smartphone, the HTC One boasts a massive 4.7-inch Full HD (1080p) display and sports HTC's highly-touted UltraPixel camera technology. That means just 4 megapixels on paper, but HTC promises to maximize those pixels' potential to deliver higher quality images, particularly in low-light conditions and in very dynamic scenes. How? With physically larger pixels called UltraPixels.

The HTC One also packs a powerful quad-core processor with 2GB of RAM and boasts BoomSound speakers on the front of the handset, delivering a noticeable difference in audio processing. Overall, the HTC One is an elegant smartphone and is one of the most powerful Android handsets currently available on the market, going head to head with Samsung's new Galaxy S4 flagship.

Neither HTC nor Phones4U confirmed any specific availability date for the HTC One Glamour Red edition, other than the mid-July timeframe. According to Slashgear, Phones4U is offering the HTC One Glamour Red edition for free on a new, two-year contract of at least £33 ($51) per month. HTC has yet to announce when the new color version will become available in the U.S. and other markets.

"We have always been committed to offering consumers the flexibility to share their personalities through their choice of mobile phone, whether through colour, customization or features," Philip Blair, President of EMEA, HTC, noted in the press release, as published by Engadget. "The new HTC One in Glamour Red showcases the power of our flagship model in a colour that demands attention, whilst maintaining the high standards set for sophisticated design and build quality."

While the UK is enjoying the Glamour Red version of the HTC One exclusively for now, the U.S. is the first to get the Google Play Edition of HTC's flagship smartphone. Currently up for pre-order only in the U.S., this version of the HTC One offers a stock Android experience, without the manufacturer's own skin and pre-loaded apps.