Nah! Its not named by them but for me its the Chameleon feature adapted by this clock. Called the Aurora Clock, it has twelve bright colors which changes its color every hour. The company claims that one color of this clock will surely match the dÃ©cor of your room.
You can see all the colors by sitting in front of your clock which is a very boring option or you can just switch on the DEMO mode which changes the colors pretty quickly. It is available at Boysstuff for $27.