But despite this, Code 11.59 is deeply polarized - some elements of the online backlash are vicious. Faceless Instagram accounts came in, brandishing their virtual knuckle dusters and digital baseball bats and making fun of its name. As if to confirm how much things had changed, at the Watch Forum at Dubai Watch Week last November, one of them sprayed their gruff views onto a giant screen from a keyboard in the distance, while the panelists on stage I stared blankly at the abuse of Code 11.59.