Incredible! That's what Pebble support tells me. A brand new watch just out of the box, that looks like an old parchment, and this is the answer:
"Thank you for your feedback. I'm sorry to hear about the discolouration. Unfortunately, slight yellowing does occur frequently with LCD screens, so it is a condition that is possible on all Pebbles.
After much consideration, since it does not effect functionality and we would be unable to guarantee that any replacement would not also develop a slight yellow tinge over time, we are unable to issue you an RMA.
If at any time your Pebble has issues with it's functionality, please contact us again. Thank you for your understanding.