FES Watch

Sony's e-paper watch (pre-launch)

Really nice design, the strap seems to be e-ink too which is a weird but quite fun touch.
Can anyone find info related to price or availability?
The idea of doing the strap in e-ink is interesting as it gives a sense of customization there. That alone, however, isn't going to sway opinions from AppleWatch or the many AndroidWear watches on the market.