So instead of looking at your phone all the time where your friends will think you aren't interested in them now you'll be looking at a watch all the time as if to say, "Hurry up and shut up, I have somewhere more important to be!"
I want a Moto 360. I have no need for it. But I will immediately buy the hell out of one, the moment it's released. This must be what Apple fanboys feel like when they announce some shiny throwaway thing we don't actually need. Intriguing
"We definitely don't need it, but we have fallen in love with it over the last 24 hours."
While we may not need all the functions we all need to express ourselves.
Watches express and communicate who we would like to be and how we would like to be perceived. While the the hardware, the material, the brand are part of that, the watch face is a very significant part of the message as well.
On a smart watch the dial is changeable and dynamic. This means both new designs and interfaces can be created, but also that classic wrist watch designs can be emulated, particularly with the Moto360.
Whoever of these OS and hardware manufacturers enables us consumers to express ourselves with a tailorable watch dial will have a significant argument to persuade consumers to get a smartwatch. This goes beyond selecting a few premade watch faces, to having the possibility to actually design, or put together aspects of what the watch face looks like.