HM10 seems at best an exercise in confusion. The novelty of a bulldog theme apart, there is nothing coherent. It seems to have borrowed too many design cues from the previous models and the end result therefore is confusing and appears cobbled together randomly.
The dimensions are inconvenient to be accommodated on normal sized wrists.
Yes, the watch might perhaps appeal to diehard MB&F fans, but IMHO unlikely to win new ones.