This is not that new, I have the Imakey and looked the the cookey for years. This is just a slightly shorter Imakey. I have been pleased with the Imakey line. They run a little more for then the competitors, but you don't get a cheap plastic made device.
Water restant to 100 meters? That's good, because if you drop your key into water that deep, finding some actually trained to dive that far to retrieve it would be way more expensive than just buying another one.