The folks at JL Wrangler Forums believe they have the answer. They suspect that the controls are for a Jeep Renegade-style My Sky roof. In case you forgot, the Renegade's My Sky roof is a cross between a sunroof and the Wrangler's removable roof. One of the panels can slide back like a sunroof, or it and a second panel can be pulled out entirely. The forum members believe the large center button and smaller buttons ahead of it are controls for sliding back either or both front roof panels. Of course the roof panels will still be removable, too. They also cite anonymous sources that say the forum's speculation is on the right track. A few years ago, rumors of a power top were circulating, too.
We can certainly see this as a possibility. It would offer Wrangler owners the option of some open-air fun without requiring the unfastening of multiple latches and stowage of large roof panels. Although it would likely add plenty of cost, that won't be much of an issue for Jeep. It's already possible to spend remarkable amounts of money in heavily accessorized Wranglers, and Jeep doesn't have trouble getting them sold.
We're still not completely convinced, though. It's also possible we could be looking at switchgear for overhead lights or other interior features, maybe even storage for sunglasses. We just can't be positive without getting a closer look at the switches. Also, there's at least one reason Jeep might want to avoid a feature like this. Power sliding top panels could add weight. Now Jeeps aren't amazing performers, save for the SRT and Trackhawk Grand Cherokees, so speed won't be an issue, but if the weight goes into the top panels, it could make top removal more difficult thanks to heavier components. We'll have to wait to find out for sure.