You're correct that everyone starts from nowhere, but not all start from nowhere and immediately co-opt history to claim their place. Omega built their history and thus has every right to trade on their connections to space flight and sport etc, but Bremont had nothing to do with the Enigma Machine or the Wright Flyer or British rocket-ejection-seat makers etc.
I mean, look at Nomos - started in the 1990s, just making good products (like Omega did at first) without any gimmicks, and now they enjoy a well-earned reputation as builders of great watches.
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