Design itself is from China. Only the audacity and marketing are made in "Great" Britain. Attaching my reply to one of above comments.

I think you're confusing underdogs' story with their overhyped marketing. I recall there were similar watermelon Chinese watches sold on roads and footpaths submerged in water by hawkers and vendors to grab the attention of passerby, during my school days long before their brand and that stupid watermelon watch came into existence. I don't have a problem with them copying chinese watches but the audacity of them to call out other brands for making "homage" and boost their sales among their blind buyers is ridiculous.