HTC has announced a waterproof, wide-angled digital camera, the RE, capable of taking still photographs and videos, BBC News reports.
The RE's cylindrical design includes a sensor that automatically turns the device on when it is picked up and only two button controls.
An app lets wirelessly connected smartphones and tablets stream the footage live and play it back later.
Experts said the device would compete with GoPro's products, but that it compared unfavorably to them.
However, HTC suggested its gadget had the potential to "change the face of mobile photography".
"Combining incredible hardware with unrivalled software, HTC is reinventing the way we think about imaging," said the Taiwanese firm's chief executive Peter Chou. "We are taking you out from behind the viewfinder and putting you back where you belong, at the heart of the action."
The company also unveiled an Android smartphone with 13 megapixel (MP) front and rear cameras at a New York launch event.
HTC recently reported net income of $640mln New Taiwan Dollars ($21mln) for its last quarter, reversing a loss from the previous year. However, its sales were lower.
The RE features a 16MP camera and is capable of shooting in 1080p "full high-definition" video at normal speed, and 720p in slow motion.
A tap of its shutter button, at its base, takes a photo, while a longer press starts a video recording. A switch on its side allows users to change the video mode between real speed, slow motion and time lapse.
It does not feature a screen of its own, but can record to a SD memory card, stream material to a live YouTube channel and send footage to an associated Android or iOS app.
The machine has an IPX7 waterproof rating, meaning it can be submerged in water to a depth of 1m (3.3ft) for up to half an hour.
An add-on case can protect it to depths of 3m for two hours, and HTC is also releasing clip-on and suction mounts to allow the RE to be attached to bicycles, cars and other kit.
"My big question is the form factor," commented Francisco Jeronimo, from the tech research firm IDC.
"It's weird – it looks like an asthma inhaler. This is a very niche product and it's going to be very difficult for HTC to compete against GoPro. GoPro is a very established brand in this segment and has recently announced a cheaper product that will likely cost less than what HTC will decide to charge for the RE."
The analysts were, however, more positive about the company's new handset, the HTC Desire Eye.
The smartphone's 13 megapixel front camera is the highest resolution on the market today. It also features face-tracking software that can monitor up to four people at once. This can be used to identify, crop and position each person's face so that they can all take part in a Skype video chat without having to worry about exactly where to stand.
