Sony has just launched a new crowdfunding platform to raise money for new projects, the Verge reports. The platform is called First Flight, and it will allow users not only to back projects, but also follow the development process of new devices and buy/pre-order new merchandise.

At the moment, backers are able to pre-order two products, Sony’s MESH Smart DIY kit and the FES e-ink watch, a wearable that can change between a number of designs at the push of a button. Another product, the HUIS Remote Controller, an all in one remote, is still in the crowdfunding stage and is 75% of the way to its goal of just over $40,000.

At the moment, the site is only open to Japanese customers, meaning only they can back and pre-order these products. However, it’s likely that Sony will eventually open First Flight to the rest of the world, as Japan is only a small portion of Sony’s market, accounting for 28.3% of Sony’s total sales in 2014.

It seems that crowdfunding is becoming a trend for Sony, as only a couple weeks ago game developer Yu Suzuki took to the E3 Sony stage to announce a Kickstarter for Shenmue 3, a game that you’d expect to rely only on Sony backing.

These appeals for funding might be an indication that Sony is hurting for cash, though judging from the small asks for products like the HUIS Remote Controller, it may be that this crowdfunding is more a marketing than a financial strategy. CEO Kaz Hirai has encouraged employees to innovate on new products, and this is a good way to bring attention to their work.

The FES watch has certainly gained the attention of the tech community, turning heads with its sleek design and functionality.

Check it out for yourself in this video from First Flight: