The announcement of the Sony Xperia Z was to be expected. We had, after all, already seen a leak that a new phone was imminent - but the Japanese firm will be pinning quite a few hopes on this new handset as 2013 gets underway.
It's certainly a strong showing from Sony as the 5-inch Xperia Z is powered by the Qualcomm Snapdragon S4 Pro chip and runs the latest version of Android, Jelly Bean. There's 16GB of storage and the option to expand this with a microSD card - a good thing too because the 5-inch Bravia screen is fully 1080p capable.
Of course, Sony mobiles have always punched above their weight when it comes to the camera and the Xperia Z is no different. It sports a 13MP rear-facing camera capable of 1080p video and a 2MP front-facing snapper that can deal with 720p video.
All the usual bells and whistles (such as NFC) have been thrown in for good measure and on top of that, it's waterproof. Yep, Sony has made a waterproof phone. For the complete rundown head over to our Sony Xperia Z hands-on review, brought to you fresh from the CES floor in Las Vegas.
The handset will be offered by all the major UK networks, including the likes of Vodafone, O2 and EE, but so far a UK release date and price range has been kept under wraps.
Whether the new model will be enough to turn the tide for Sony is another matter. The company endured a pretty savage year in 2012 with a credit rating slash and an end of year loss of $192 million.
The Japanese company is fighting back though. It's press conference last night resulted not only in the Xperia Z, but also the world's first OLED 4K TV. There are also whisperings of a new PlayStation console to be unveiled later in 2013.
For more CES news, head over to the T3 CES page where we're posting all the latest announcements and product news.