Haha, dig the company..."fake" or not. Sure it's been absorbed by a conglomerate, but still a swiss conglomerate with a nice swiss mvt an good quality control if my small sampling is any indication. My new zodiac is much higher quality than my vintage pieces (no surprise). Yes the price is higher than I'd like to see, but it seem the case with msrp on most everything. As for the watches themselves, love the look. I really enjoy my older versions, and the styling on these looks spot on to me.