On the one hand, they've responded to market demand for watches of this kind. On the other they've vowed to only produce them in modest numbers. Urban Jürgensen and Czapek have done likewise, with even smaller numbers.
My assumption is that these watches are serving as gateways into the rest of each brand's offerings. They stand a step closer to the mainstream, just where they need to be to lure new and curious buyers to the rest of their catalogues. There has to be some deeper purpose than just copy-catting established steel sports options.