These are the new HED deep section wheels, where the rim bows out to give a wider profile than the tyre.

This makes a more wing-shaped profile than other rims. The rear pictured is very similar to a Zipp 808, in depth, but as the picture shows, the width of the rim is considerably wider than normal.

New HED deep section wheels.

CYCLING WEEKLY AT EUROBIKE 2008
Computer Love
Bontrager road shoe
Tacx Cyclo X simulator
Castelli clothing
Most components by Pinarello
Assos clothing
Shimano Di2 becomes SEIS Electronic Dura Ace
Titanium treats
11 speeds ahead!
Milram Focus team bikes
GT GTR Team Carbon bike
New Look chainset
De Rosa Neo Pro bike
New Mavic shoes and pedals
Deda Zero bars and Zero Nero stem
New SRM cranks and head unit
Fizik Antare saddle
Cippo in heels!
Cervelo S2 and S3 frames
New custom Litespeed TT bike
New HED wheelset
New Giro helmets and mitts
Scott X1 cyclo-cross bike
Zipp carbon chainset and stem
Shimano’s new custom-fit road shoe