Anti-scratch coatings: why aren't they more common?

I was a skeptic about anti-scratch coatings, until I acquired the SPB143 with Diashield and the Second Hour Mandala. They truly work and the difference on the clasps in particular is stark next to other watches in my rotation with no coatings. I am a desk diver for work so the clasp just gets annihilated on my watches, except the two here....

Other companies like Citizen have a proprietary or other anti-scratch coating on some models, and it is becoming more common among microbrand watches like Traska and RZE. They are seen on both steel and titanium. 

On higher end watches, they appear to be uncommon, and in pictures (and in my personal collection from experience) of watches at all price points without any sort of coating, they just get trashed from desk-diving and everyday use. The appearance of a well-worn watch and the feelings we have about them are subjective (I like some, but it hits a point of eyesore to me), so opinions will obviously vary. 

Taste, preference and time aside, there are other considerations like refinishing abilities and costs (especially on high-end brands with proprietary concerns) what other reasons are there behind the lack of anti-scratch coatings at all, but particularly higher price points? Will this be a trend that picks up as they become more common on watches under $1000? Am I just missing something(s) obvious? I'm very curious to hear people's opinions, experiences and knowledge. 

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I assume it’s about cost or possibly that companies don’t think their customers want that. Maybe posh Rolex people don’t wear their watches hard enough to care. 

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I have a couple of watch's with great anti scratch properties. My Citizen Tough solar

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And my Sinn 857 UTC are both great in this regard. I've had the Sinn for about 8 years now and it's still like new.

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Droptuned83

I have a couple of watch's with great anti scratch properties. My Citizen Tough solar

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And my Sinn 857 UTC are both great in this regard. I've had the Sinn for about 8 years now and it's still like new.

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Ah yes, how did I forget Sinn's tegimented submarine steel, that also reminds me about Damasko. 

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Yeah, citizen titanium still hasn't been scratched. Rather surprised since I always assumed it was a marketing gimmick. 

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I am gonna go full conspiracy theory on this one , the higher end manufacturers want folk to service a watch which will include refinishing. 

Totally fair point. I would also say though that I have done similar things wearing mine and the scratch didn't happen in the first place. But a bad enough impact and it would still scratch or ding, then you'd be out of luck. 

OxandBuck

I am gonna go full conspiracy theory on this one , the higher end manufacturers want folk to service a watch which will include refinishing. 

It's not totally out there to suspect this, it's the car dealership business model (to name but one example). After sales "support."

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Just guessing, I think anti-scratch coatings gives the metal a darker shade than untreated ones. Higher priced pieces might not like to dampen the high, brilliant shine of their metals. My 2 cents... 🤔

rodeenski

Just guessing, I think anti-scratch coatings gives the metal a darker shade than untreated ones. Higher priced pieces might not like to dampen the high, brilliant shine of their metals. My 2 cents... 🤔

A definite possibility. I think it (partially) depends on the hardening process itself that is used and I'm no expert on that. My SPB143 is definitely darker, it almost looks like titanium. My Mandala has the exact same shade as my untreated Doxa. 

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Love it. Much prefer to have it than not - my Willard is my daily beater and there's not a mark on it, same as my Mrs 62mas. My Seamaster & Aqua Terra seem to scratch just by looking at them !!

For me whether a watch has a coating does definitely influence my purchasing decisions in a big way!

Interesting topic, Cheers 👍🏻