I, by the way, completely agree with that 
Smartwatches all tend to look like these gadgets. Especially the square screen contributes to that. That just keeps the geek factor too high for many people who appreciate a watch that looks more refined or more ‘human’. I, for one, stay away from them just for that reason. People who create smartwatches should take a week to visit Switzerland and have a good look around to become more sensitive to what a clock can be. Then taking that, and the technology/UI part in perspective, the smartwatch will just have to evolve into its own product category.