The FES Watch U is fitted with e-paper across its surfaces and connects to a smartphone app that wearers can use to change its decoration.
Designs – including swirling monochrome patterns and decorative grids – are pre-loaded into the FES Closet application that Sony developed specifically for the watch. All the graphics are greyscale, to match both the silver and black versions of the stainless-steel case and buckle.
" The FES Watch U, powered by Sony, is the only watch of its kind in the market, and aims to bring together fashion and technology to allow people to express themselves in the most individual way," said the brand in a statement.
"Designs can differ on both the face and the strap, giving the user the ultimate personalisation experience and creating one-off unique design combinations."
So far, Sony has worked with designers from around the world to create over 100 designs for wearers to switch their looks "at the touch of a button" – enabling them to make their watches more appropriate for daytime or nighttime, or smart or casual events.
The clock face also alternates from bold digital numerals to a simple analog when required.
Wearers can create their own designs in the FES Closet app gallery, or upload photos from their smartphones to decorate the face and strap.
The monochrome palette of the e-paper is intended to suit the FES Watch U's two different casings. The silver version comes with mineral glass, while the black is fitted with sapphire glass that features an anti-reflection coating and titanium ion-plating for high scratch resistance.
The watch is compatible with both Android and iOS, and comes with a long-lasting rechargeable battery and high waterproof rating.
Dezeen has five FES Watch U to give away in either black or silver. The watch is also available to purchase in UK, Italy, France, Germany and Spain for approximately £529 for silver and £699 for black.
Competition closes 19 October 2018. Five winners will be selected at random and notified by email, and their names will be published at the top of this page. Entrants must be based in Europe to win.