Opinion: IWC Ad Sexist or Targeted Advertising?

If the fashion industry appears inclined towards women, this may be the anti-thesis to that notion.  Luxury watch makers IWC's tagline is 'Engineered for Men'.  Perhaps there is a difference in the way men and women wear watches, or the type of features each gender likes in his / her timepiece.

Is this a case of smart and focused advertising, or just sexism in a world where that type of culture is increasingly, well, unfashionable?

Discuss.