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.