It appears more and more that the luxury brands are worried about being left behind with the Apple Watch coming out in a few months. I guess market share is always a concern. Sure purists will always favour a mechanical movement, but you just never know how their business could be disrupted.
Looks like Montblanc is hoping an e-strap will give their target market the best of both worlds.
Personally would never buy a strap of this kind for any of my watches.... But for a student, would this not be a great way to hide your cheat notes on tests?
http://www.ablogtowatch.com/montblanc-e-strap-combines-smart-wearable-device-mechanical-watch-timewalker-urban-speed-collection/