A display system includes a watch having a watch face; and an intelligent display system. The display system includes a display panel, a selectively opaque panel, a memory having programming instructions, and a controller in communication with the display panel and the selectively opaque panel, and the memory. The display system is operable in each of: (a) display mode wherein the display panel is actuated by the controller to display image content, and at least a portion of the selectively opaque panel is opaque; (b) a transparent mode wherein the display panel does not display image content, the selectively opaque panel is substantially transparent, and the watch face is substantially visible; and (c) an augmented reality mode wherein the display panel is actuated by the controller to display image content, and the selectively opaque panel is substantially transparent, the watch face being substantially visible behind the display system.