Precisely, although they're not flying as low under the radar . . .
. . . as they used to back when I first learned of GS first-hand about a dozen years ago*. Back then, without reliable US distribution, GS was truly a well-kept secret. Today, with distribution world-wide and boutiques in larger markets, more watch-savvy folks are aware of the brand and their focus on providing quality and value.
* I was introduced to GS around 2007 by Khalil Sheikh and a bit later by our own Cazalea. Hooked immediately, but it took seven years before taking the plunge.