Wearable devices have got something of a design problem. Speaking at the Wearables World event at MWC, Myriam Joire, product evangelist at smartwatch maker Pebble, acknowledged that most wearables are “butt ugly” – clunky grey computers strapped to various parts of the users body.

With that in mind, we met up with Creoir, on the Finnish national stand at MWC, to take a look at its “design-led” Ibis smartwatch prototype which debuted at the show.

“Most wearable launches weve seen have been leaning heavily on the technology,” says Creoir CEO and co-founder Pekka Väyrynen. “But I think once you are wearing a device which is visible, like a smartwatch, it has to reflect your personality. I would argue that, for example, the Samsung Galaxy Gear doesnt do that. It serves the purpose, but it doesnt look nice – it looks unfinished.”

The Ibis prototype consists of two parts. The first, running on a separate screen, is a demo of the devices UI, which pairs with an iOS or Android smartphone. There is an input element – most notably a remote control app for media – but the watch is mostly used to display notifications of messages, calls and events. Väyrynen tells me that Creoir considered going even simpler, with an ambient UI that used just colours, corresponding to each notification and contact.

The focus here though is the casing which, unlike most wearables weve seen so far, has explicitly been designed for women. The Ibis features a physical analogue watch face as well as a touchscreen, embedded into a design – inspired, Väyrynen says, by luxury Swiss watch brands – which you could actually imagine on the wrist of more fashion-conscious women.

For now, though, the Ibis is purely a showpiece. Its not a device consumers are ever likely to be able to buy – at least not from Creoir.

The company partners with brands on a white label basis, designing and engineering devices from smartphones to cycling computers. It hasnt found a partner for the Ibis yet, though Väyrynen says that if it got picked by a brand now, the resulting device could be out by Christmas.

And if that doesnt happen? Creoir will just move onto the next prototype. The company releases a new concept design every month, with a sports-focused smartwatch the next in line.

Those prototypes could eventually include smart glasses Given the broad range of devices the company has worked on so far, it wouldnt be too much of a jump. After all, Väyrynen points out, most of the luxury watch brands that its targeting with the Ibis are also in the eyewear business.