Very much like what Longines has achieved here! Not having seen it live I cannot comment on the fit and finish - commensurate with the price or punching above?
As for the word automatic, I guess it is a feature for many buyers at this price point. As the brands at this price level offer both quartz and mechanical models and buyers are not as watch savvy, this may both reassure them (and make the sales process easier for less educated sales staff) and signal their environment that it is indeed automatic.