While most people use their phones or fitness trackers as timekeepers, this new ETCH from Swiss design house 42foundry has the ability to change the way people see clocks.

What looks like a matte gray tile is actually a mutable, thermo-elastic membrane that has the ability to take the shape of numbers; it displays the time in a completely unique way. And, after displaying the time, it returns to a flush, flat surface in the blink of an eye.

ETCH displays the time in two different ways. First, “Sync & Go” shows the time every 30 seconds, and second, “Sync & Sensor,” displays the time every 30 seconds whenever there is ambient sound or noise nearby.

The technology behind ETCH is still patent pending, so not much else is known about exactly how the special clock works, and it will assuredly be kept under lock and key by 42foundry; the company is expanding its use of the technology into wrist-wearable versions.

The ETCH clock is available for $1,300.