100% agree.
It relates to competition on the wrist.
The wrist is the most convenient place to carry information, that is/was the time/date/moon,..., what we call a traditional watch. Think about the pocket watch that transferred into a wrist watch. Now we enter a new era that other information can be carried around the wrist. What would you do if you were IWC. Sit and wait? I admire their innovation to use a strap, instead of trying to bring a hybrid watch that loses value with each IT innovation. All values of IWC remain in the watch, while innovating the strap. I find it smart.
Eduard