New phones and smartwatches from the likes of Sony and Samsung will be introduced at the IFA technology show when it opens in Berlin.
The technology convention opens to the public at the weekend, but before then some of the biggest brand names will introduce products that are likely to appear high on wish lists by Christmas.
Sony and Samsung are both holding press conferences, with Sony set to unveil their next flagship smartphone in the Xperia Z range. This is the device they expect to do battle with the Samsung Galaxy and iPhone.
Apple does not attend trade shows, and instead is hosting its own event in California next week, where the next iPhone will be revealed.
Samsung meanwhile will officially show off its new smartwatch, the Gear S2, for the first time, having already confirmed the product's existence.
IFA is also traditionally when Samsung shows off the latest in its Galaxy Note smartphone range. However, the technology giant brought this year's announcement forward in an attempt to gain space from Apple's upcoming event.
Instead, the Korean firm is expected to focus on its new smartwatch, as well as its SmartThings smart home product line, which is expected to form the centre of its presentation.
Other major names in technology will also be exhibiting during the week, with events also being hosted around the city by the firms such as Intel, Philips and Panasonic.
As well as consumer electronics, home appliances also feature among the hundreds of stands and booths that make up IFA - which began as an industrial and radio exhibition back in the 1920s.