Motorola is celebrating IFA week with a little news of its own. The Lenovo-owned handset manufacturer will be embracing a new sales model for its flagship Moto X Pure Edition, selling an unlocked version of the handset directly to consumers online.

The contract-free sale, starting at $400 for an off-contract phone, promises a fully customizable buying experience when the phone goes up for preorder through Amazon, Best Buy and Motorola's own site starting today.

Customers will also be able to purchase more versions of Motorola's Moto 360 through the aforementioned sites beginning today. The smartwatch's pricing starts at $300.