I remember having heard that these are re-brandings of the old Zeiss designs. DHW says they have been optimized for digital, but I suspect that it is rather a route to circumvent the trademark issues. Perhaps some improved coatings?
Strangely enough, the Schneider Longar converter is now also called Apogon, suggesting that DHW might have found an agreement with Schneider to name their remaining stock of converters Apogon. All speculation, of course.
The 80 and the 150 have been assembled by Rollei in the past, I suspect that Rollei might have had/bought remaining stock of the the lens elements from Zeiss when Zeiss stopped manufacturing the 120 for the V-system.
No matter how they are called, these lenses actually are all very good for digital backs. The 120 especially excels as a macro lens.