Phosphor watch uses e-ink paper display

There is a new breed of Phosphor watches from Seiko that uses e-ink electronic paper as its display, allowing unprecedented flexibility on how a dial should look like. I guess this means digital watches will be changing in the near future to different shapes and sizes, although I would expect tradition to still play a big role where extravagant and bold fashion statements will still take a while to break through. These new e-ink Phosphor watches will retail for $250 upwards.