Yes, Hardlex is a made up name used for marketing purposes, much like Lumibrite or Super Luminova. I guess it's a matter of opinion whether that is meant to fool the customer. All you can really gather from the name is that it's 'hard', which makes sense as it's mineral glass that has undergone chemical hardening. I don't know of Seiko ever comparing it to anything but untreated mineral crystals, and Tokunaga openly stated long ago that
"Sapphire is better than Hardlex":
Seiko & Citizen Forum: I think we'll see it eventually....(also info about sapphire in the 1000M)
The thing about flame fusion is that it's a real process, otherwise known as the Verneuil process, and it's one way that you make synthetic sapphires. If that's what Invicta was doing, the result would be a sapphire crystal, but they don't call it that. After quite a bit of searching, this is all I could find from Invicta explaining what their crystals are. Unless you know of something more, I guess this is what you would consider Invicta openly explaining everything:
Flame Fusion
Invicta has boldly stepped into the fire and re-emerged with yet another technical achievement. Now being featuring in Invicta watches is our latest Trademark for synthetic crystals, Flame Fusion. In a process utilizing high heat, high pressure and an Aluminum Oxide combination, the mineral (glass) and Sapphire properties are fused together. This unique fusion of the two materials results in the impact resistance of a standard mineral crystal and offers the scratch resistance of the Sapphire. Flame Fusion is one more way in which Invicta continues to set new, superior standards, making our timepieces the exception to any rule.
Notice that the are careful not to say that they've
patented a new process, rather they've just
trademarked the name Flame Fusion. And the actual Verneuil/flame fusion process is not something where "mineral (glass) and Sapphire properties are fused together". What the heck does that even mean? Again, they don't say that actual mineral crystal and sapphire are fused, but that their "properties" are. :-s But the bottom line here is that it's not a sapphire created by the actual flame fusion process, or else they would call it that. It's apparently mineral glass that has undergone heat treatment to give it "the scratch resistance of the sapphire". Like others have said, it sounds like Seiko's Sapphlex once you strip away all the "stepped into the fire" BS (and that product didn't exactly set the watch world on
fire). Ultimately we're left to either simply believe Invicta's claim that it's as scratch resistant as sapphire, or rely on anecdotal evidence of people saying it scratched or didn't scratch depending on what surfaces it came into contact with.
I really don't care what Invicta calls these crystals, and I'm quite sure that the average buyer doesn't really care how they're made. I guess if they're really the technical achievement that Invicta claims they are, the rest of the watch world will follow their lead. Or maybe it's just more marketing hype from a company known for hyperbole in their marketing.