The new HTC U12+ is the first smartphone to feature dual cameras on both the front and back of the device.
The £699 device also features a six-inch display and a second-generation version of the company's Edge Sense technology, which enables users to touch and squeeze the edge of the device to take photos and navigate the phone.
HTC has struggled to keep up with market leaders Apple, Google, and Samsung in recent years and is now also under pressure from emerging Chinese manufacturers such as Huawei.
In January, Google also paid the firm more than one billion dollars to acquire HTC's smartphone design division, which included more than 2,000 engineers. The U12+ is the first device the company has released since that restructure.
COLOUR: HTC U12+ is available in translucent blue, flame red and ceramic black
The new phone also contains the latest top-of-the-line Qualcomm Snapdragon 845 processor and run the latest version of the Android operating system – 8.0 Oreo.
It also features facial recognition software to unlock the device, and a video feature called Sonic Zoom, which lets users zoom in on a particular sound or voice as a point of focus while recording.
In terms of the phone's design, one eye-catching version of the U12+ also features a translucent rear case, allowing users to see some of the phone's internal components.
However the new device will join a crowded premium smartphone market, with Samsung, LG, Sony, Huawei and OnePlus having all launched new flagship smartphones so far in 2018.