This is the Mutewatch, although it sure looks more like a bracelet than a watch. And I guess that's the point!
The flat, white face of the Mutewatch hides a hidden screen that can be activated on touch, allowing you to swipe between a timer, clock and alarm. And that alarm just vibrates rather than beeps, which adds to the subtlety of the piece. You can preorder this $260 accessory now, if you like the simple approach to things.