As a president of a watch company - I would think, this watch is going to cost a lot to develop. Development costs in the past 20 years (since the IWC mentioned above was made) have definitely gone up A LOT. And thus, the small volumes would mean that this watch would be less profitable than if the watch brand had just sold a "normal" variant. So, I understand what the brands are thinking - but at the end of the day... Do something to wow the customer!