"Time is displayed on the LED-lit watch interface with the individual petals on the three flowers lighting up to the hour and minute. To tell time, users simply have to read the numbers going from the biggest petal to the smallest on each flower, i.e., to display the time “10:32,” the watch would show the 10th petal of the biggest flower, the 3rd petal on the middle flower, and the 2nd petal on the smallest flower light up together. There is no display to mark the second hand on the watch, and though this may seem odd to some people, it fits in perfectly with the unique time-telling scheme of things in this unique watch.
For people who do not like to be mentally stimulated every time they want to know what the time is, or simply do not have the time to decipher the intricate system can also press the hidden reveal button to flash up the time digitally. This cool feature also allows you to “hide” the time to tease friends" Design Buzz Magazine