The MINI_motion watch features a digital display that changes from horizontal to vertical, ergonomically facilitating easy reading when the wrist is in-line with the user's vision whether riding a bike, walking or driving. The watchband is adaptable to different wrist sizes, easy and quick to put on and off, and comfortable thanks to an elastomer soft band over a spring steel core. The watch is sold through high design outlets such as Barneys, Flight 001, MOMA and SFMOMA stores, as well as an array of small retail stores and catalogues, and is one of the best selling items in the NY MOMA catalogue. The product sold-out quickly and is currently in its second production run. Based on the product's success, MINI plans to release additional MINI_motion watch styles and sizes in 2005.