Boutique watches using ETA movements can bring a lot of bang for the buck but they also bring some issues that some people who can afford to get something mainstream and solid might wish to avoid. How do you respond to a non WIS who asks if your sub homage is a Rolex? If it is a well know and established brand you can just drop the brand name and the will ooh and ahhh. If you say Squale then the reaction may be less positive.
Of course those buying a watch for the purpose of impressing others are better served by purchasing better-known brands. This is precisely the reason many flock to Rolex. It is also the precise reason that many avoid Rolex. I buy watches to please myself - if they satisfy my aesthetic preferences and perception of value, then I wear them happily and have not the slightest care about how others might react to my choice.