But for me as a tool watch, it's a hard sell. I'd take titanium or steel and find comfort in the fact that the case could take a lifelong beating and wear its dings and scratches with pride. As a luxury item and although I would not buy one I do however understand the appeal. Recent submersible prices have been eye-boggling though.
For a company that recently has been selling itself as a laboratorio di idee, they appear to be extremely short of ideas. It would only take a handful of people from this community to design a few killer pieces with widespread appeal, although I suspect margins would take a hit. For me at least and for the time being, second hand is where the action is, just got a 305 for a good friend and he has been very happy.