One of the first watch models from Swatch didn't come with fancy colours, but simply a plain - yet ultimately iconic - design made from transparent plastic, allowing wearers to actually see the dials and gears inside the watch.
Aspects of that concept have been applied to mobile phones by LG. The company's new GD900, unveiled at the world's biggest mobile industry trade, Mobile World Congress, held last week in Barcelona, Spain, will feature the world's first transparent keypad.
The slider format handset incorporates a glass-like keypad you can see through. Of course, there are numbers on the surface so you know what you are dialling, but the effect is impressive all the same.
There are few other details of the GD900 from LG, except that it will come with a dedicated Bluetooth headset, which the wasn't exhibited.
LG also promises that the GD900 will 'live up to the highest level of technical features expected in a premium caliber handset,' but did not give any details, such as pricing, what networks will support it, or how powerful a camera it will have.
The company says all will be revealed when the GD900 launches in the second quarter of this year. So for now, it's merely eye candy.