I found a great article at the DesignBOOM weblog, on how even bad design serves a purpose. I think the NOW watch is flipping cool, esp since I recently did a clock design for my B.tech/Degree, using the clock as a call to action : "Its About Time".
The "hands" are clear discs (with the type printed onto them) that rotate. And the "issue" is interchangeable. Highlighting issue like Climate Change and Deforestation.
As an aside, most people that I've showed them to don't realize that they DO work, probably because they don't have a continually moving seconds hand. But I promise they are fully functional (It was bloody hard to do).