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They do scarcity via the Hublot model, the way Omega also used to do it - limited and special editions (and lots of them).
I think the craftsmanship stuff is aimed at least as much at relative newcomers as it is the traditional watch collectors. I think it particularly resonates with people who don’t want their dad’s Omega/Rolex. They discover the waiting list nonsense and think “fuck that”. They make a judgement on the quality and if they can be confident that a GS is on a par with Rolex/Omega - which is the line that it suits Watchfinder, Hoodwinkee, TB etc to be running - then I do think we’ll see a shift from buying a GS after you already own at least one big Swiss brand to GS being a first luxury watch purchase. It's not common yet but I have seen it happen.
Having said that, there's still that stat that a large majority of buyers still know very little and do no research, and just buy what they like the look of in the AD. Which seems crazy given the sums involved, but is apparently the case.
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Regal
greentricky
Airhead
I don’t think anyone GAF about the craftsmanship angle of Grand Seiko apart from horology enthusiasts (shudders) unfortunately. I think they will need to go scarcity/rolex/supreme/dickhead to get traction- which is a shame if I am right.
On a similar vein, it does mildly irk me that ‘the citizen’ range gets so few props when it’s a solar HAQ movement in super treated titanium with astonishing finishing. But they are only watches I suppose….