I didn't design these things, so all I know is that the datasheet says the lifetime will be reduced if you update it more than once every five minutes. A clock with a minutes display exceeds that by 5x.
(And indeed, the display I used did break! I have no idea why, but it just stopped updating one day.)
Ben explains some of the constants that can be tweaked here: https://www.youtube.com/watch?v=MsbiO8EAsGw