They are a young company investing in their home turf and doing things their own way (e.g., trip-tick case, MB anti-shock tech, etc.). I love their LEs and how they create the associations, which are largely genuine and reflective of the owners' interests and brand ethos. Level of hate/dislike seems unjustified and off the charts. 

For those here and elsewhere: try it on. It is still growing on me and I love the Fury (same broad release), but quite impressive in the flesh. I like that they invest in their home turf and have some unique features (trip-tick case is brilliant aesthetically and ergonomically). You have 37, 40, 41, and 43mm offerings. Cheers.

They are gorgeous, and still look tough. To those who say they don't have heritage, give them (not me) a break: they are a new company. They offer some tech/design features (hardened trip-tick case) and most importantly, they invest in their home turf - instead of outsourcing everything and calling it Swiss Made. For full disclosure I like their fresh designs (understated but unique) and that they can take a beating, especially the MB. Cheers.