This is a big miss. There is sense in brand association with other equivalent luxury brands. The Timothy Everest jacket is an example of this but a watch exclusively branded Morgan at this or any price point is all wrong. I wouldn't buy this watch for the same reason I wouldn't buy a car made by Rolex. I might however buy a specially made limited edition Rolex with a specal Morgan association, engravng or logo on the dial (if tasteful).

This is the subtle difference between cheap and tacky and interesting and collectable in my view.

92 Connaught Green Plus 4
Triumph Bonneville 865