This Might Be a Dumb Question, But…

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OK, I own a Sinn watch with their Tegiment technology (a SS treatment that makes it virtually impossible to scratch) and have owned various Seikos with their DLC coating which does the same thing with a different technology. These technologies definitely work from my experience. My question is, why don't more watch companies use these, or similar technologies to make their cases/bracelets/clasps more resistant to scratches?
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