As someone already pointed out, what the lead article is missing is that this model is an (expensive) tongue in cheek reply from a low-volume Swiss watchmaker as to what they intend to do about the "smartwatch threat."
That's why in their video they mock the Apple ad style, talking about how their watch has "Only one app: Telling Time", lasts for days on one "charge", and how people need to "Get a Life, Upgrade to a Mechanical Watch!" and start interacting directly with other people
The clear back emphasizes that it is a jewel-like mechanical device, not a mass produced electronic one.
The video ends with a loud crunch of someone biting into an apple.
But the point is, they're also mocking all the big mechanical watch companies that are forgetting their roots and coming out with hybrid devices.
As most online news blogs are pointing out, it's quite humorous, especially for a relatively tiny company that only sells something like a thousand watches a year.
"
The Swiss Alp Watch does not allow you to make calls, or send messages to share the latest gossip; it does not give you the option to send beautiful sketches you have created on a two-inch screen or to share your heart rate. It does much more than that: it lets you reconnect to what matters in life. It takes you back to sharing emotions with your nearest and dearest without a filter, interface or embellishment. Most importantly, it is something you can pass on to your children one day without having to upgrade it!" - product announcement
Watch, though it is very similar.
