It chimes every time someone buys an online subscription to The Times.
It was built by Peter MacRobert from News International‘s R&D Lab. Peter explains a bit more about how it works in the video below:
“The subscription ringer is an Arduino circuit developed in the News International R&D lab. The battery-powered circuit polls an API regularly via a Wifly wireless shield. When the daily subscription count has increased it pulses a solenoid against a bicycle bell.”