Wow! WiThings nailed it with this one. You get HR on a mostly analog watch that looks like a watch. HR has thus far been on either very techie or very sporty products and this finally brings HR to an every day design.
I’ve worn quite a few activity and fitness trackers and even my most recent addition (Garmin vívosmart HR+) was something I intentionally chose as not a watch so that I could also wear a watch when I wanted (fashion!). This design gives you a really nice balance … no word on pricing, but arrives in a month.