Some tech companies prefer not to acknowledge their competitors. Pebble took the exact opposite approach.

In an unusual move, Pebble decided to tweet throughout Apple's big smartwatch event on Monday. During the first portion of the event, Pebble actually sounded like any other Apple fanboy (at one point, the account tweeted: "Who on Team @Pebble will be first to get a gold MacBook?"). Once the event turned to the Apple Watch, though, Pebble sounded more like a brand heckling from the sidelines.

"Four figures?! Whoa," Pebble tweeted, followed by four of Pebble's watches in a row, after pricing for the Apple Watch was unveiled. Later the company retweeted replies from followers also criticizing the price tag, including: "only one of you kids can go to college this year. cause Daddy just bought himself a new watch."

Last month, Pebble unveiled its next generation smartwatch and launched a second Kickstarter campaign, which set a new record for Kickstarter funding in a matter of days. While Apple's line of watches, scheduled to go on sale next month, will certainly make the space more competitive, it also adds more attention to the market Pebble helped start, which could benefit the startup to some extent.