Same MO as the mob who had made - a few thousand cheap chronos and advertised them at £1000 in upmarket magazines for a few editions. Mags like BMW-specific mags, Mercedes-specific editions etc.......

Then 8 months later - they advertised at £450 - citing the original ads (which probably netted them zero sales)

They flew off the shelves, and only cost them £50.

(figures are representative, not necessarily accurate).