Sony has brought live a teaser on its photo-centric YouTube channel with a countdown to the premiere of a new product Alpha announcement on January 26.

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Little information is shared by Sony regarding the announcement. The only we get is a single catchphrase and a vague description of what the event is for. The catchphrase ‘The one never seen’ is overlaid on the graphic used as a placeholder for the video and ‘Be ready for the announcement of the new Alpha’ in the video’s description. Aside from those, Sony doesn’t divulge any further information.

The event, which can be watched using the above video embed, will start at 10AM EST on January 26 (15:00 GMP and 24:00 JST). You can click ‘set reminder’ on the video to receive a notification from YouTube ahead of the event.