Today we’re getting our first glimpse at Otto, a new digital door lock that promises more features and a sleeker design than its competitors. There are already a slew of similar products on the market but this release differs in a few different ways. Aside from all of the normal smartphone-assisted features, Otto claims its product is second-to-none when it comes to safety.

All of this is backed up by a $699 price that places it well above the competition and potentially making it a tough sell for most consumers. Full details below.

Smart door locks are hardly a new phenomenon with experienced brands like August, Kwiset and Schlage leading the way in recent years. Price aside, it’s going to be difficult for a new face like Otto to make significant in-roads.

At the heart of the product is a sleek design that is more attractive than most alternatives on the market. Otto claims to have removed many of the vulnerabilities that plague comparable devices by ditching an outward facing keyhole and keypad. Now there are some questions and concerns that come with this decision. In the event of a Wi-Fi or power outage, Otto can still be unlocked via Bluetooth.

Otto detects your smartphone as you approach, confirms your identity, and unlocks the moment you press it. No phone? No problem. Otto lets you set a 4-digit code you can use anytime to enter. Open your home to friends and family, welcome the in-laws, or give the babysitter access on date night—without ever having to lend or retrieve a key.

To enter the front door, users will approach with device in-hand and Otto will recognize their presence. A push of the deadbolt pops the lock and the door can swing open. The casing itself is made from “marine grade 316 stainless steel” for increased strength and durability. It ships in three different colors, including black, silver and gold to match your decor.

One of the biggest complaints at launch for us is the lack of HomeKit and Alexa compatibility. You’ll be limited to just using the smartphone app initially, but Otto does say those services are slated to be supported via a software update in the future. Until then, a $699 MSRP is going to be a tough pill to swallow for most consumers. Otto does include professional installation with purchase but otherwise you’re going have to really love this design to go all-in here.

Otto is available for purchase today direct from the manufacturer in three colors for $699. Learn more on its official launch page here.

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