Does AP's branding turn you off

I was looking for a new watch and found the Code 11.59  15210OR.OO.A028CR.01. I have two dress watches and this one seemed to be a bit more casual without going sports watch. I'm just not a metal band kind of guy. After seeing this in my search I liked it but their website screamed instagram brand not heritage luxury brand. It really kind of turned me off. Patek always got me with and im paraphrasing - You dont own a Patek you just keep it for the next generation slogan. AP is one of the holy trinity and I know the new CEO is talking about pulling back the hype beast marketing. Their current marketing makes me think this is going to be a dark period(watch wise not financially) for the brand. Like Omega going hard on quartz or the Porsche 996 fried egg headlights. What are your thoughts?