Речь идет о модели Lexon Flip Plus Reversible LCD Alarm Clock.
Ее фишка в том, что для включения и отключения будильника его надо просто перевернуть (flip), при этом переворачивается и изображение времени на дисплее (т.е. дисплей тоже reversible).
Вот цитата с описанием этой функции:
It's easy to see why this is the worlds best digital alarm clock! Another Red Dot design award winning product from British designers Jeremy and Adrian Wright, the Lexon Flip alarm clock is an ingenious, yet simple concept. When the top of the alarm clock says on, the alarm is set. When the alarm sounds in the morning just flip the clock over and the alarm will turn off. It will then say off on top of the clock.. Simple! The digital display also flips over when the clock is turned so it is always the right way up. The light button which illuminates the screen for a few seconds works on both sides of the clock and it has that all important snooze function. The case of the alarm clock is made from rubber so it has a pleasing soft feel and it is available in ten vibrant colours. French design brand Lexon have created the best digital alarm clock on the market with this one!