My personal thought...
it offers 'more' to the price esp. different material, gold movement & a beautiful dial...
also the fact that anyone who try to buy a steel sports watch have to go in the secondary market to get one (with a price closing towards CB) - people started switching...
one another point where i think FPJ producing 600 to 1000 watch per year with few model lines crossed the 'breaking point/critical mass' which is normally not possible with the small production of independents.
i feel it is the same reason, in last 2/3 years we see independents have been popular again.