The LG G3 – one of the highly anticipated phones of 2014, is expected to launch today.

The next-generation LG flagship phone is expected to make waves in the smartphone market when it officially launches at simultaneous events in London, New York, San Francisco. More launch events will be held in Singapore, Istanbul and Seoul on May 28.

The event will kick off at 6 p.m. BST and 1 p.m ET and will be available to watch online via live stream on LG Global,  the LG USA website, and the company's official UK YouTube channel below:

The invitation to the event reads: "To be simple is to be Great". The tagline provides some hints about the launch. Consumers can expect that the device will sport a classic yet sophisticated design as the tagline said "simple".

The LG G3 handset is set to be the first smartphone to pack a quad HD screen. The 5.5 inch display is set to have 2560x1440 pixel resolution, octa core processor, 16 megapixel camera with Optical Imaging Stabilization software, fingerprint sensor, and an added waterproof feature.

Prior to today's launch, there have been multiple leaks regarding the LG G3, which have all but confirmed the specs and features of the South Korean smartphone. The device is also set to come with 16GB and 32GB storage options,

LG has also released teaser videos giving a sneak peek on the upcoming flagship G3 smartphone.

The videos show that the phone will indeed pack quad HD display, brushed-metal finish, water and dust repellant certification and advanced camera with OIS.