September 29 is shaping up to be a busy day on the tech calendar following reports that HTC is planning to announce a new flagship smartphone in Japan that day, Digital Spy reports.

That's the same date Google has been tipped to lift the lid on its new Nexus 5 and Nexus 6 handsets. Are the two companies about to go head to head?

News of the HTC event comes from Twitter tipster @Upleaks, who translated text from a Japanese invite that reads "double flagship".

We've already heard that HTC is readying another attempt at a flagship handset following the commercial failure of the HTC One M9, with a device dubbed the Aero said to be on the horizon.

Reports suggested that the Aero would break cover at an event on September 6, but that turned out to be a launchpad for the mid-range Desire 728.

It hasn't been a great week for HTC as the firm was demoted from the index of Taiwan's 50 largest companies after its shares plummeted in value. A successful flagship launch would likely go down well right about now.