I dont know that you are wrong about the dial labeling and designation. But, the fact that Invicta was using "swiss" on the dial at the 6 and including a chinese made movement in those pieces was at the least misleading. Eyal Lalo, the CEO, did chime in and more or less apologize.
I am not going to get on a soap box over a $100 watch with questionable labeling on the dial. I am happy with their overall performance as a watch group.
They did this on their premium "Reserve" line as well.
That's one of many public SNAFUs they've had to dance around. Many see that pattern as unethical and not deserving of their hard-earned dollars. Spending $300-$400 on a watch is a significant sum, for many people.
Fortunately, for consumers, it's good thing their lines are primarily less expensive pieces (and repeated behavior like this is one of the reasons they will likely remain so).
For many, it doesn't inspire confidence in a company, esp. given the myriad alternatives from which to choose.
Not trying to start a flame-fest, just trying to keep the discussion balanced, esp. for the benefit of newer members.