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I tried one on and really didn't like it. The dial is too matte / flat. Really underwhelming for the price. Also the way the lugs & integrated bracelet fit on the wrist isn't well thought out.
North Flag definitely looks nicer in pictures than on the wrist IMO.
Soul-
Interesting, I haven't tried one on the wrist, only held one. My impression was that it looked good but had a certain effect that is probably intended to be sporty but made things look a little "plasticky" - like the black band below the bezel and the yellow accents. But my recollection is that I thought the case and bracelet looked really nice for the money. Especially compared to a Bell & Ross or a Longines or something. Will have to try one on post-lockdown.
Regal
Both, I think. The North Flag is a really nice watch - the integrated bracelet is very well done. I suspect it's simply not retro enough to do well in the current market - mechanical luxury watch tastes are skewed strongly towards heritage / retro / fauxtina. (Although when you get up into superwatch and independent territory I notice you see a lot more unusual and novel designs - think Urwerk, MB&F, Ulysse Nardin, etc.)
Also I suspect if they'd release one without the yellow accents it might do better.