Circular or square: which smartwatch design do you prefer?

But technology has evolved and it's probably Samsung that is currently “leading the charge” with circular-shaped smartwatches — the Gear S2 and Gear S3 both have round designs, a cool rotating bezel that interacts with the software on board, and a user interface, which lends itself great to the round display.
So, apparently, it can be done, but some manufacturers still prefer to stick to the rectangular design. The Apple Watch comes to mind — 2 generations of the device kept the same look. There have been some faint rumors about an Apple Watch 3, which would, allegedly, be round-shaped, but we aren't holding our breath for that.
We thought we'd ask you, our readers, what shape you prefer for a smartwatch? Or is it all the same to you, as long as the timepiece is actually designed well?
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