It's smaller than you think - 37mm by 42mm - has a mechanical movement, and a "digital" display, sans hands.
Some people just don't want to wear a watch, and this is an elegant alternative to the iPhone. In fact, it gets me thinking - might someone resurrect the pocket watch?
This watch is retro futurism at its finest - remember Sky Captain and the World of Tomorrow? 150 hours go into machining the sapphire. That's about a month's worth of labor. On the sapphire. Alone. Watch the video then go to Hodinkee for more.