You don't see things from the capitalist's point of view. It's all brand perception. To get major bread, you need to find a way to exponentially make cake. You cannot trade time for money, shot for shot (sans being a public figure of some sort).
I think they started the company with $15k and grew it to $200M? Flyknit talked to me about it a while back. I never heard of it about a year ago. I looked at the watch and it looked like a $100 version of IWC's. I looked at their numbers and was amazed. They sent them to social media influencers and that's how they market. I went to a local Nordstrom to do some live case study. It's a very busy branch....stood around for 30 mins and saw a family of tourists (assuming because of their accent) buying two. I handled the watch and felt it was inferiority made. I found a couple of manufacturers that can make a similar one with movement of my choice for around $20-50 per, including customizing the box. I thought about it for a minute, but decided to hold off for now. Definitely going to visit them once I get out to China to see my factories to see if I can get better prices to mess around
I'm 30 years old, and a good portion of my friends have them. They like the plain and thin design. They like they can go to a local Nodstrom and buy it.
The $100-200 is a sweet price point. Anything cheaper will feel like a Timex. Anything more will require more thinking. I haven't see a model that is $500 personally.