No experience, but IMO it's probably only backlit LCD and the picture is photoshopped.
I guess "tumble display" means there is some sort of screen animation before it actually shows time - not everyone's taste...
Here's the company website: http://en.gzweide.com.cn/newEbiz1/EbizPortalFG/portal/html/Profile.html
Edit: your watch is listed here, page 2, model WH845-2, under "LCD Segment Code Color Screen Series".