They do have some outrageously expensive pieces (some ironically that far exceed Rolex) and some very devoted collectors but they lack the buzz that a AP Black Panther or Daytona Cosmograph can garner…this IMO has a lot to do with where the pieces are place / worn celebrities / ambassadors need to be updated and more care put into PR ie. The attached Speedmaster could / should have been promoted in a more exciting way as an 80K piece (which contrary to some opinions is I think exciting and potentially worth the price) promoted by well chosen cutting edge celebs as Clooney is cool but boring.