Very true. The model seems to be a bit like Bremont ie start a new brand selling watches at the £2-4k mark, rather than the hundred pounds mark most micros are at, then do lots of brand building with sponsored people. Lots of doubters about Bremot still, but the consensus seems to be that they are decent watches. Maybe these guys will be the same. The styling will never appeal to me, but that's true about plenty of other watches.