Prepare your calendars (and your wallets), because Sony has unveiled a countdown for its next product, a ‘new concept’ that’s due to be announced within the next week.

While a still image of the countdown was first shared on the Sony Japan website, the official Sony Camera YouTube channel has since created a countdown video, embedded below, that points to an announcement being made at 9pm EDT / 6pm PDT on September 14.

No further information is being shared at this time about what exactly is being announced, but you can set a reminder on the Youtube countdown to be notified in advance of the virtual event.