WHY DO SMARTWACHES LOOK LIKE TOYS

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Smartwatches are said to be the next big thing, this new device category is supposed to replace the conventional watch. But for some reason the OEMs seem to neglect one reason that we treasure and buy watches, the aesthetic value.
Most of the smartwatches available today look no better the old Casino calculator wristwatches. Every smartwatch manufacturer have eschewed looks for functionality. For instance, the recently unveiled Peeble Time looks too much like a toy with it's huge bezels.
The Motorola Moto 360, Apple watch and LG Watch R are decent looking, but they are still far off from the aesthetic appeal of a Rolex, a Tag Heuer, or just about any wristwatch in the market.
Perhaps the recently announced LG Watch Urbane pictured below would change the perception of design teams at these OEMs and have they working on products that do not look like a kid's play thing.