One more thing, I think you may have swapped lat and lng when defining your bounds.Here's an updated example that fixes the centering: http://jsfiddle.net/xyf9j/
I had to do something similar.Basically the view as defined by the Simple CRS system is only 250x250 (I think), but you're showing an image that is 691x541, so you'll only ever see 250x250 of the image at a time.