They release new models / variants frequently and therefore usually have ends of lines on sale regularly - apart from the midnight blue face / orange second hand trident classic being worn today, all the ones I have bought (5 now) have been in the sales... I do like the regulator, though not as much as one they released years ago (before this SM website alerted me to the brand) and the recent 5 day manual C8.... will have to see if they fail to sell out and take their turn in the sales. The CHRW system appears to work well - make high quality watches with the same movements as lots of higher mid-price brands, do some tweaks to the movements for interesting variants like the jumping hour or regulators and price sensibly to sell.
Some only want watches with in-house movements, others those like the Wards with mass-produced ETA movements but a more heavily promoted and more expensive branding - like buying a *** car in Skoda, VW, Audi or even a Bentley skin. The Phaeton would have been a great buy if one was in the market for a W12 and didn't mind the VW branding.
ETA; Ooh, the VW group initials were censored!