I absolutely love the design but I'm surprised nobody has pointed out that this goes against the very purpose of wrist watches: you can't just turn your wrist and look at the time.

I know it's just a press of a button, but if only one of your hands is full (depending whether you're right or left handed) then it gets annoying rather quickly.

As for the Rolex obsession: I've lost several watches, but every single time I just re-bought my cheap Casio. I love it and it does the job quite reliably. Also, I personally dislike analog watches.