Hadn't heard of these guys, but, yeah, seems like it follows so many of those resurrected Zombie brands from Nivada to the upcoming Universal Geneve relaunch. Doesn't mean the watches are bad (I love some of the Nivada reissues) but the bought heritage is really cringey.
Bigger picture, though, I'm really surprised Hamilton doesn't get called out for this as well given how desperately Swatch leans that brand's history despite Hamilton having no R&D or factories of its own...and Longines isn't much different...
As in, "this company has been bought, gutted, and reduced to nothing but a logo and some old designs we now control the copyrights for and will churn out of the same factories that make watches for a dozen other brands we own...but we're going to pretend that the brand has been continuously making watches for 150 years even though it no longer makes anything" kind of heritage?
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