Yeah, its likely a particular subset of watch collectors. I reckon its more of watch aficionados who have had in their collection the regular staples and offerings from major brands, and are now interested in moving beyond the big name brands and into independents. The same kaki that go for Moser, Parmagiani, Grossman...I think its just like any other hobby la, lama-lama bosan jugak the same old things. Take guitars for example, after a decade or 2 one might get bored of the usual Gibson/Fender/PRS/ ESP stuff and start moving on to less known but high quality small volume stuff like Huber, Ruokangas or Skervesen. Add variety to the collection. Not everybody knows about the brand, but being a fairly seasoned collector, one would know good value and uniqueness in it.