I've concluded that the Body Max watches are full of strange contradictions. They are designed by a famous fashion designer but they feel quite cheap, and their designer is known for his outrageous designs (such as David Bowie's Ziggy Stardust phase) but the watches are pretty plain and normal.
The full title of the range is Body Max designed by Kansai Yamamoto. The designer Kansai Yamamoto is very famous in Japan, especially known for eyewear, and has designed the train from Tokyo to the main airport. The Body Max range encompasses hats and coats as well as the watches, and all of the watches I've seen so far have a sporty feel.
This model is an LCD model which looks like it could be complicated, but is really very simple. It has a large 4 digit LCD display in the centre of the round face, surrounded by the brand name. The bezel around the display has a cog-like design, and the way the button information is printed, it looks like you should turn the cog to activate the indicated option. In reality, the cog design is just for show and it's the buttons on the side which activate the actions. It has a very simple module which only has time, date, and seconds displays.
As mentioned on my earlier Body Max post, there is mention online that the watches were from the 90s or 2000s, and I think that sounds reasonable.