I just went to their website. I guess they put their label on it instead of Panerai, or Rolex, or....., and make enough design changes on the dial, date wheel, and similar, to keep from being sued by the Swiss manufacturers. IMHO, this is only one step away from the cheapo knock-offs you find in Bangkok, Beijing, New York City, etc. I think the idea sucks, but I guess there are people who will make a buck anyway they can, and people who will support them.
