Bell & Ross is trying really hard to become a tool brand again… It’s a long uphill battle.
As for dive watches in general, when is the industry gonna stop calling them “dive watches” given that they are pretty much useless to a modern diver these days?
To you question, its all marketing.
Just like auto racers/rally drivers surely don’t use those fancy wrist chronos and the dominant watch for pilots is probably a digital G-shock, not an ‘aviators watch’
Image is everything.