The smartwatch niche is a relatively quiet one. There are no big battles, no products trying to cannibalize each other. There are the Apple Watch, Samsung’s Gear S watches, and then there are the Android Wear models that just can’t get much publicity. So yeah, it’s pretty much an “Apple vs Samsung” field.
On the Apple side, we’ve got the square-shaped Watch, which looks the same no matter which generation you pick. Aside from different materials used for the different price tiers, the design of a first-gen Watch is the same as the one on a Series 3.