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Kudos, Steve. The graphics and layout are ok. The site comes out as a light and inviting one. Did you purposely not label/name the first watch and just the 2 others? Will PM other feedback, as you requested, once I surf the site in more detail. Great photography.
The first watch image on the home page is constantly changing, therefore, no label. The other two watches listed are those currently available for sale (Sea Devil) or presale (Moray). Makes sense to me.
I think the overall concept is great. I think the menus could be glitzed up a bit, although I do not mind the simple and straightforward menu presentation. I'd like text that gives me the feel of the BENARUS name on the watch. Maybe I just want the menu text bolded, don't know. :)