They're working on the AD network. It's expanding every year.they want to go high end with Grand Seiko but do not have the AD network matching their aspirations. Their higher end SEIKO but right into Grand Seiko/Tudor entry luxury without having the corresponding experience. They don't project the right image which is really everything in luxury.
Also, who does their typography?!?!
As for the typography, I see this complaint commonly enough, so clearly it's a problem for some, but all I can say is that it doesn't personally bother me. I do wish they'd lean into their Japanese heritage a little bit more and stop ripping off old-timey European themes though. The lion crest is a joke. Japan doesn't have lions!