Jefferson Graham

USA TODAY

LAS VEGAS — A San Francisco company hopes women will ditch the Fitbit or Apple Watch and forget about having to use an accessory to measure heart rate and steps.

The OMbra, the worlds's first "smart" bra, introduced here at the Consumer Electronics Show by OMsignal, aims to measure your biometrics through a piece of clothing already worn daily.

"Women gravitate towards wearables, but they don't want an item they have to put on or worry about every day," says OMsignal chief marketing officer Shaz Khang. And "if they're going to be wearing it all day, they want to get more information."

The bra is expected to start shipping in spring, for around $150. OMsignal is accepting pre-orders on its website.