Motorola answered to Michał Tajchert that the MOTO 360 smartwatch price value will be around $249 and that price is just an ARV Approximate Retail Value fixed for tax purposes only. In the USA when you hold a contest you have to give an approximate value to your prize by law.
The quote from Motorola Mobility:
Thanks for your excitement around our Moto 360 Design Face-Off contest! We want to make clear that the “Approximate Retail Value” (ARV) indicated in our rules is included for tax purposes only and should not be interpreted as the suggested retail price of the Moto 360 when it becomes available for purchase.
We expect a $189.- final MOTO 360 price when it comes out to the public, and you?