The black and silver bracelets are $150-200 and the watch version will be around $500. I dig the concept but I hope they also have an option to build your own with a wider assortment of tool links. I would have wanted to see some of the common Torx sizes on there. I like the concept overall, but I'd have to see it in person before I'd fork over the cash.
The prototype has been traveling through TSA checkpoints for a year on the wrists of the guys that designed it and it conforms to the TSA regulations.