The Nova will cost between €350 (US$390) and €450 without subsidy, and will go on sale in October, Ho said.
Buyers in Europe are unlikely to pay that much up front, because in Europe the subsidy market is still quite important, said Forrester analyst Thomas Husson.
Either way, the Novas' specs look good for the money, he said. "Huawei is pretty good at delivering products for an affordable price."
For Husson, the question is how Huawei is going to establish this new sub-brand. "They are going to have to invest quite a bit in marketing."
It's not just new phones the company is unveiling at IFA: There's a new tablet too.
The MediaPad M3 continues the relationship with audio specialist Harman Kardon that Huawei began earlier this year with the launch of the M2.
In addition to Harman Kardon's audio enhancements, the silver case holds an 8.4-inch, 2K screen with a white bezel, 8-megapixel cameras front and back, 4GB of RAM and 32GB of flash storage.
A premium version with a gold-colored case, 64GB of storage and a special headset from AKG will also be available.
The 5100 mAh battery will play music for days, or allow people to watch videos while commuting, Seitz said.
All models have Wi-Fi, and LTE will be available as an option. The price, when the M3 goes on sale in a couple of months, will be between €300 and €400 depending on the version.
Sign up for CIO Asia eNewsletters.