Don't bother. I just got it delivered. The paper-thin e-Ink glass is stuck, skewed, with a piece of double-sided tape on top of an ESP32 unit, leaving display edges and corners completely unsupported and free to catch on everything – it will get damaged without some sort of housing, which you are left to design yourself.
There's no solution to mount the battery – not even a patch of double sided foam tape, leave alone to protect it against damage – it's supposed to get squeezed between the (populated) PCB and the strap. The wrist strap shares one slot with the flex foil of the display – see how long will it live... and the hardest thing: there's no firmware to speak of beyond a 'hello world' – a 'clock' that hasn't got even as much of an UI as to allow to set time.
Smartwatch as in smartphone-connected? forget it. It's dumber out of the box than a most basic LCD watch. Forget even what's shown demo on sqfmi webpage.
Design your own watch faces? Rather design and develop everything from scratch, if you please...
I regret dropping any money on it, leave alone $55.