What time is it? Watches and horology

I'd say challenge rather than affront.

Its an interesting PoV and one that I think I agree with. Omega might have played a blinder here.

It's the same reaction when a competitor released a much lower priced version in to any market. People always seem to think it signals the doom of the industry, now consumers won't want to deal with waiting lists and the high price of luxury watches, instead they'll just buy cheap semi-luxury. They're wrong, no one is going to put off buying a Submariner or Seamaster because they can get a Swatch version for 30 times less.