Elliot Brown use the same idea for their watches. Their motto is "uncivil engineering". In fact they are so strong there is a video of one of the owners hangin of a crane hook, only held on by the watch.
Even more so when it's plated.It's a rugged design alright; just a little unnerving to work with the first time when you have a finely polished case and are anxious to avoid the slightest scratch.