Motorola has just unveiled its first flagship device since becoming a Google-owned company, and it's a beauty.

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The Moto x has a two-part shell construction that's curved, so it fits into the palm of your hand nicely, while the back feels cushy, rubberised and durable. Motorola said it had thought a lot about the mass market when designing the Moto X and wanted it to appeal to everyone - and it sure does look enticing. Not only does it look great, but it also feels great. Solid yet light. Pure quality. It's very reminiscent of the iPhone 5, only rounder.

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The back shell features the "batwing" Motorola logo, carrier branding, and of course a large camera lens, flash and speaker grille, while the front offers up a gorgeous display with super slim bezels on the sides. The front lens is off-centre and found on the top-right bezel. As for controls: the power and volume toggles are on the right edge of the smartphone; the left edge offers a micro USB port; the bottom edge has the power slot; and the top edge has the headphone jack.

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On the software-side of things, the neatest features up front - that is with the few minutes we had to play - are the touchless controls and quick-access camera functions. Just flip over your phone and start commanding Google Now to do things like serve up sports stats or set an alarm, or flick your wrist to bring up the camera. Motorola said it wanted smartphones to be smarter, and it's hoping the Moto X and its sensor technology will be just what consumers are looking for.

The Moto X colour options are also very cool. The black and white standard models are nice, but the variety of colours are where this phone really shines. Pink, blue, green, whichever you prefer. There are 18 back-shell colours in total: two for the front, and additional seven accent colours. There's even a wooden version that should come out in Q4. And, boy, is it svelte. Definitely unlike anything else out there.

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As for accessories, you have colour-matching headphones, earbuds and NFC speakers. You can mix and match or order the exact colour of your phone. Motorola said it drew inspiration from Nike IDs and Mini Coopers when it decided to offer both a smartphone and accessory set that's customisable.

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The standard 16GB Moto X will cost $199 (£132) with a two-year contract, whereas the 32GB version costs an extra $50. After picking out a size, you can choose from a dozen or so available colour options like pink and green for both the front and back shells. Then you can select an accent colour or add a "signature" for the back such as an email address.

Lastly, you can buy a clear or coloured case from manufacturers such as Case Mate, Otterbox and Belkin. And let's not forget about those matching accessories like headphones and speakers. All of these customisation options are available through Motorola's MotoMaker website, which should go live soon (ahead of the Moto X launch).

Watch the video below from Motorola to get a full preview of the MotoMaker website: