Amazon has cut the Apple Watch Ultra 4 to $699.99, slicing $99.01 off the new flagship wearable and matching the lowest price on record, AppleInsider reports.

The discount applies to select Ultra 4 models and is a notable move for hardware this new — Apple's current-generation Ultra rarely sees triple-digit markdowns this early in its cycle, and all-time-low pricing on a just-released flagship watch typically signals retailers jockeying for position as holiday shopping ramps up.

The Ultra line sits at the top of Apple's watch range, aimed at athletes, divers, and outdoor users who want the largest display, longest battery life, and most rugged build Apple offers. At $100 off, the Ultra 4's effective price moves closer to where the standard Apple Watch lineup's upper configurations sit, which tends to be the tipping point for buyers who were already cross-shopping the two. As with most Amazon price cuts, there's no stated end date — record-low pricing on new Apple hardware has a habit of disappearing without notice.