Some of their watches have a feel like they could be in the Spinnaker / AVi -8 line up, of course it's the same owners, so probably made in the same factory in china.
That's the thing about quite a few of the brands on Ideal World, it's not that they are bad/poor quality watches, it's the over inflated RRPs and all the nonsense around the brand names , origins, quality level etc, and as you say "blatantly dishonest sales pitch" that's the problem, even if there is a watch you like you are put off by the guests and presenters behaviour, if they would just be honest about the brands, and the watches, their quality and value, they would probably sell more, as i said, basically there is nothing wrong with the watches.
You don't have to over exaggerate the value or quality of a watch to make it popular, geesh just look at Casio, Timex, Orient etc, all have one thing in common (apart from being actual watchmaking brands), is they don't pretend to be something they are not, they don't pretend to be equivalent to some luxury Swiss watch brands, they give you decent quality watches at really affordable prices.