There is little love because it was rightly or wrongly perceived by WISes to be an attempt by JLC to crack the macho man watch market.
It was perceived as schizophrenic, not in line with the usual company image - the real/imagined stereotypical JLC buyer is not usually what you'd call a big sports macho man watch person.
So it got little love from the usual JLC crowd and the big macho watch crowd stuck with their usual macho man watch brands.
The analogy that leaps to mind is a fine French restaurant branching into fast food (albeit finely made fast food) - it dismays the original aficionados and attracts few converts from the Wendys crowd.
I suppose I had to agree with you on something, eventually.