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Practical considerations:
Seiko has really wide tolerances for the 6R35 movement (-15/+25). Buying a watch with a 6R movement is like signing up for the accuracy lottery. You might be annoyed / disappointed if you are used to having a chronometer spec watch.
Context. My first mechanical watch was a Rolex Explorer II. My second mechanical watch was a Seiko SARB033 (6R15 movement). I tend to wear the same watch for several days (weeks) at a time. When I bought the Seiko, I was surprised / annoyed that it was gaining a minute every 4 days.
A) yes.
Over the past 15 years or so they've blinged out most of their sports models. Other than the Explorer and Explorer II, there aren't many products that appeal to me.
That combined with the lack of availability and absurd prices on the secondary market, I'm not buying another Rolex in the near future.
On the other hand, if there is a recession and flippers lose their shirts, I'll reconsider...
These are a smart compelling product offering. As far as "go-anywhere-do-anything" watches go, I can picture folks seriously cross shopping these against Aqua Terras, Grand Seiko, and Oyster Perpetuals.
I think you're right; this is about building brand awareness. In the short term these will generate buzz outsize the watch community. In the long term, Swatch Group is hoping that kids gifted these today will by an Omega when they are adults.
