Samsung surprised our inboxes this morning with an invite to its Unpacked 5 event. Look at it. Look right at it, and try telling us that it doesn't scream 'Galaxy S5 launch' right in your face.
The date is only one day off tech soothsayer Eldar Murtazin's 23 February launch date leak, and it looks like Samsung is going to suck all the attention away from the competition on the first day of Mobile World Congress.
With a 2,560 x 1,400 QHD / 2K screen, a camera upgrade, rumoured fingerprint recognition tech and plenty of new software tricks, the Galaxy S5 has a very good chance of reclaiming the number one spot on Stuff's Top 10 Best Smartphones list.
HTC, which has launched many of its previous flagships at MWC, is expected to save its big HTC One 2 (M8) reveal until a March launch event in New York. It's understandable - who'd want to get lost in the S5's noise?
So mark the date on the calendar and check back for the full details when it goes live at MWC 2014.