It's not meant to be a fashion accessory, it's a watch designed for those who are engaged in extreme sports or even not quite so extreme but still done under at times difficult weather or other conditions. So, yes, since some women do participate in extreme sports, are elite athletes, get into situations far beyond what many would even consider attempting, of course they will want and purchase the Ultra.
It's not meant to be a fashion accessory and IMHO those who prance around proudly wearing one, men and women who are not in the least seriously athletic at all, whose lifestyles are just like that of most regular folks, will just look....silly.