Current positioning of Seiko as a brand

Been out of the watch game for ~10 years. Wanted to get a seiko but prices are way higher than I remember. Been doing some research and it seems seiko has been doing a repositioning in the market? Rather than being a budget brand they are aiming higher? Am I understanding this correctly or is it mostly just inflation
For reference, I am looking at a seiko luxe diver and I am seeing prices from 1.5-3k (new)