As a wearer of a 1950s Bulova selfwinder, rather than the face, I'd like to see smatwatch vendors focus on the band. In other words, a third-party creates a 16mm or 18mm Nato style strap which embeds the battery, heartrate sensors, motion sensors, etc. and communicates to a smartphone or PC via bluetooth for data collection. The same 1950s Bulova (or whatever) face is attached to the band.