It looks like a mixed bag to me. Brakes are high end. The narrow-wide chainring is high-end or at least expensive to make in small numbers. The crankset is unknown, looks kind of high end but hard to say. The bolt circle diameter looks small for a 52t chainring, so I'm wondering what choices lie behind this crankset/chainring combination. Schwalbe tires are high-end in general, but we don't know which ones they're using. Own-brand hubs are probably mid/low-end. Rim, mid-end. Tiagra groupset, low/mid-end. IMHO.

Given how much a custom frame costs, it does seem strange to make a special frame for a limited edition bike. It makes the bike expensive even if the parts aren't all high-end, which I would think is hard to sell. It would be interesting to know more about the choices behind it.