Premier League clubs have been splashing the cash this summer and the pressure to get deals done has arguably never been higher.
Combined with the normal levels of expectancy poured on by fans every transfer window, this year, the window closes much earlier than normal on August 9.
As a result, with the clock ticking, clubs have been trying to get their deals wrapped up as speedily as possible.
Big money has already been spent on individuals – Manchester City and Liverpool both spent £60 million or more on Riyad Mahrez and Alisson, respectively – but clubs elsewhere in the league have also been flexing their muscles.
With plenty of new faces on offer there are some players fans should definitely be keeping an eye on this season.
Here are my top five Premier League newcomers to look out for.
Naby Keita (RB Leipzig to Liverpool)
Good things come to those who wait, and Liverpool have really had to wait to get their man.
After chasing the signature of the Guinean international last year, a deal was finally concluded that would see him arrive at Anfield this summer.
He is a traditional number eight in every sense of the word – and he also inherits the number eight jersey worn by legend Steven Gerrard – and fans can expect to see the box-to-box player breaking up play as well as executing accurate passes.
Before he sustained his recent neck injury, the 23-year-old had been performing excellently in pre-season and Klopp must relish the thought of what he can do once the league campaign gets going.
With four highly-talented players joining the Reds in this transfer window, Keita may well have the biggest expectancy on his shoulders, but judging by his ability and talent he is more than capable of living up to the hype.
Lucas Torreira (Sampdoria to Arsenal)
With Arsene Wenger out and Unai Emery installed in the managerial hot seat, it is all change at Arsenal.
During Wenger’s later years at the club one of the consistent criticisms thrown at him and the squad is that they lacked steel – or “cojones” as Watford striker Troy Deeney once put it.
The Gunners’ midfield solidity was particularly absent in that time but in Torreira they may just have found the man who can fix that issue.
The 22-year-old Uruguayan arrived at the Emirates in a £26-million deal and fans watching his nation’s run at the World Cup will be very familiar with what he can do.
Much like his international side, Torreira displayed plenty of tenacity in his holding role and, as former Arsenal midfielder Ray Parlour said, his personality is just what this squad needs.
Jean Michael Seri (Nice to Fulham)
This time last year you would be hard pushed to find an article that wasn’t raving about the Ivory Coast midfielder.
Clubs such as Arsenal and Manchester City were interested, and he came desperately close to joining Barcelona before a deal fell through at the final hurdle.
Fast forward 12 months and Seri has finally got a transfer away from Nice ending up at newly-promoted Fulham – a move no one would have considered possible last summer.
So what changed? After Seri’s barnstorming 2016-17 season, where he scored seven goals and provided nine assists, the midfielder told a Spanish newspaper that he “exploded” with anger in a meeting with the Nice board after his Barcelona move fell through.
The following season at Nice his performances dipped and that heartbreak of the failed move may well have had an impact.
Now the 27-year-old has a chance to draw a line and kick on in West London.
Everyone knows what he is capable of and if he shows his full abilities Fulham will have executed an impressive transfer coup.
Felipe Anderson (Lazio to West Ham United)
Marko Arnautovic aside, becoming West Ham’s record transfer signing is usually a kiss of death.
Previous holders of that title include Andre Ayew and the legendary flop that is Savio Nsereko.
This summer, while new arrival Issa Diop briefly held the record signing title, West Ham went full guns blazing in spending £36 million on attacking midfielder Anderson from Lazio.
The 25-year-old Brazilian is not an unknown having been at the Serie A side since 2013.
But in a similar fashion to Seri, his previous campaign fell well short of the standards he set in the 2014-15 and 2015-16 seasons.
Through a combination of injury, and a falling out with manager Simone Inzaghi, the midfielder only made nine league starts.
However, under Manuel Pellegrini, Anderson might just get the clean break he needs safe in the knowledge that if he puts in maximum effort his new fans will easily warm to him.
He is as gifted technically as you can ask for – what remains to be seen is the application.
James Maddison (Norwich City to Leicester City)
Coventry, Norwich and Aberdeen fans know all about the talent the 21-year-old Englishman possesses and soon the whole Premier League could find out for themselves.
The England Under-21 international arrives at the Foxes after a star breakout season in the Championship with Norwich.
In 46 appearances, across all competitions, the diminutive attacking midfielder bagged 15 goals before going on to be named the club’s Player of the Season.
Leicester soon shelled out approximately £20 million to bring Maddison to the King Power Stadium and fans will hope he can slot into the team as well as Harry Maguire did.
If he settles in well, Maddison, just like Maguire, could find himself in the England reckoning later on this year.
You can follow Alasdair on Twitter @adjhooper1992