Yeah, I don't really understand this either.
I first came across the brand in an in-flight shopping magazine, and instantly dismissed it as not interesting or significant in any horological way.
Then, I saw a few posts on Internet forums, decided to dig deeper, and still don't really get it.
Is it just the aesthetics? If so, that's cool. Not really for me.
Also, one of their models (gen) has "Zurich" written somewhere (perhaps it was the chapter ring). Thought this was really deceiving, as movement is Japanese, no other parts are Swiss, and it's made in China/ HK. OK sure, that might be a weird complaint in the context of a rep forum.... [emoji2]