First thought would be supply issues on some of the more popular pieces, but after a second look they have the new asymmetrical Seiko Guigiaro divers at £266 and £299 respectively, both with 13% off.
I'm pretty sure that they were close to those prices when they had a supposed 50% or more off them, so now I'm wondering whether trading standards have slapped their wrists for inflating the "RRP" to make the discounts look a bit tastier?