Bang & Olufsen, the Danish retailer of high-end audio and video products, launches the new BeoTime – an alarm clock designed by Steffen Schmelling.

The BeoTime alarm clock best resembles a flute, but is actually a way to not only get you up in the morning but to control your house full of B&O A/V equipment.

Three small, square displays show the time, alarm time and which source will be used to rouse you.

Switching on or off the alarm is done by the trumpet-style button on one end, and tapping or touching the BeoTime activates the screen backlighting.

There’s also an optional wall-bracket, to which the BeoTime magnetically clips.

Picking it up, a tilt-sensor turns the BeoTime into a remote control, with the displays now switching to indicate which source is being managed.

Expect to pick up the BeoTime later this August for $375. SlashGear