Reviewing the new Bremont brand. Is it that bad?

Bremont relaunched their brand. New logo. New branding. New positioning. New watches. The haters are calling this the death of Bremont. Some just ignored them. It's hard to find someone loving their new watches? What's up with Bremont? Why the rebrand and will they succeed? Cheers. For inquiries and collabs: twtw.mike@gmail.com