These take the place of the paper sign in and information cards found next to the gadgets on display, offering customers information and product specs on the computer or phone in question. (Hat tip to 9to5, which first reported these were coming).
It appears that the Texas Instruments controller chosen for the e-paper watch does not support the wireless protocol's low energy profile, something Pebble lists as one of the specs on its site (we've reached out to the company for clarification on this matter).