I think it has to be socially visible because it is a form of jewelry. 99% of the customer base will already have a mobile device with an easily accessible clock. Since it is a non-traditional timepiece, it might even benefit from non-traditional presentation--like being worn on a hat or backpack or something.
Another great product whose niche is doomed by the about-to-explode smart watch market. I'd be tempted to order one, but the price & functionality of the looming Apple Watch trumps.
As someone who has been promised smart watches for many years, you'll pardon me for not holding my breath, that this new smart watch will be any more earth shattering than any of the other ones.
For a while at least, I'll be sticking to my Seiko 5.
I think it perhaps requires a unique sense of personal style to enjoy, say one that involves lots of flannel and skinny jeans.