To be fair, it's not a brand that has a lot of following in the past, they've just come to the forefront with the Octo Finissimo line. Yes, they are a jewelry line, and a lot of people who are into watches may not be used to that. A lot of people come to it for the tool watch aesthetic. And so the aesthetic is different from the way Bulgari presents their watches.
I do caution people to differentiate some jewelry brands from just fashion brands, however. I made another post on it the other day. To differentiate from Michael Kors, Ekko, and Coach watches, certain jewelry brands really do work hard in order to compete with haute horology pieces.
From my earlier post: "Bovet, Bulgari, Harry Winston, Chopard, and of course the usual suspect, Cartier - they make insane watches as they partner with independent watch movement manufacturers such as Agenhor, Flurier, and Chronode. These independent movement makers are partnering with MB&F for projects, and that's insane to me."
Fantastic, I love Chopard and what they are doing. I was going to check out the LUC line while in Japan, but I found a Czapek I could not tear myself from. It beat out a Breguet as well as JLC and ALS. Look, I knoow that's crazy, but the heart wants what the heart wants.