I came up with the idea for Concave when I thought about making circular digits, one behind the other. In order to accomplish this, although the display is flat, I imagined each digit to be a curved surface, like a contact lens, for example. By placing the digits one behind the other, and increasing size, we can see these concentric circular digits, each whose center segment is being partially blocked by the digit in front of it.
The digits are self explanatory when you allow your mind to fill in the missing part of the center segment for each digit. The LED time display is animated on button press, first showing each digit one at a time, followed by the full display. There is room in the center for a PM indicator, if necessary. The decor on the case is meant to emphasize the idea of concavity, as well as the step by step animated display.
I believe that both male and female fans of cryptic LED watches and fancy animations would want to wear the Concave watch.
This design stands out because there have been few attempts at circular digits thus far, and the animation makes it fun and cool.